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Article

This event report outlines how PNC, the financial services group, approaches sponsorship.

Article

This article covers how NAB, one of Australia’s leading banks, is repositioning its brand as one of inclusion with storytelling, on-site activations and sponsorship of an LGBT event.

News

LONDON: Some of the biggest brands in the UK are sponsoring Pride in London 2017, the LGBT+ event that kicked off at the weekend, but one of its organisers has called on marketers to do more to help stem a rise in anti-gay hate crimes.

Case Study

This case study shows how The National Institute for Blood Transfusions, a blood donations organisation, harvested concert goers' love for free tickets to increase blood donations in Romania.

Article

This article examines how brands can build awareness and increase loyalty through effective sponsorship.

Article

This event report outlines how Citi, the financial services group, has tapped into music partnerships to boost a range of brand metrics.

Case Study

This case study reveals how Sure, the deodorant brand, activated a new communications strategy at music festivals in the UK to target young audiences.

Case Study

This case study describes a campaign by the National Institute of Blood Transfusion in Romania which successfully increased blood donations among young people and first-time donors by partnering with a music festival.

Case Study

This case study looks at how Lidl, the discount supermarket, differentiated itself from its main rival, Aldi, in Belgium by reinforcing its quality image and targeting a younger audience.

Case Study

This case study details how Tiger, a beer brand, integrated itself into the Dublin Fringe Festival in Ireland by commissioning sculptures that brought the brand to life and creating a memorable experience.

Case Study

This case study describes how Tennent's, Scotland's best-known lager brand launched a campaign to reinvigorate its association with T in the Park (TITP) music festival, to build brand preference amongst the 18-24 age group.

Case Study

This case study describes how Satyamev Jayate (The Truth Alone Will Triumph), India's first successful social change TV show, reversed its falling viewer ratings by changing the tone of its broadcasts.

Case Study

This case study describes how Bring, a mail and logistics company in Norway, gained more awareness and involvement around their sponsorship of award shows, by creating a new, targeted service for creative media people.

Case Study

This case study explores how Pocari Sweat, a Japanese sports drink brand, brought the excitement of their Lunar Dream project to Indonesia through an immersive event about lunar exploration.

Case Study

This case study describes how The Natural Confectionery Company (TNCC), an Australian brand that was purchased by Mondelez and launched in Ireland in 2004, with a small budget of 131,000 euros, created an advertising campaign that delivered the most successful ever launch in Ireland.

Article

This report chronicles the collaboration between ING, the Dutch bank, and agency JWT who used deep learning to create the 'Next Rembrandt' in a major boost for both company's innovative credentials.

Research Paper

This article describes how a one-way understanding of sponsorship image transfer has the potential to be limited and misleading.

Case Study

This case study describes how Miller Lite, the beer brand, created a series of popular music events that attracted the attention of its target audience, raised awareness and increased sales.

Case Study

The case study explains how Commonwealth Bank of Australia (CBA), the largest banking institution in Australia, was able to reach a younger audience through a community-driven integrated campaign.

Article

This event report examines the ways in which brands can leverage live experiences and looks at ways to address the scarcity of live events.

Article

This event report outlines how Heineken USA, the brewing group, is using proximity marketing to engage with consumers across different moments and touchpoints.

Case Study

This case study looks at how Mentos, a mint sweet, increased sales in the Canadian market through partnership with a popular regional television show.

Case Study

This case study describes how Bud Light re-established itself in the Canadian beer category through a campaign that inspired and rewarded millennials.

Article

This event report addresses why Anheuser-Busch InBev, the brewer, is aiming to tap into the growth of soccer in the US.

Case Study

This case study explores how IRN-BRU, the soft drink, became the most memorable sponsor of the Glasgow 2014 Games through a campaign focused upon its audience and accessibility.