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Sponsorship effectiveness

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News

LONDON: Nine in ten television viewers consider brands sponsoring programmes to be more premium and trustworthy than those engaged in other forms of advertising, according to a new study from a UK terrestrial channel.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Opinion

Jerry Daykin, Head of Global Digital Media Partnerships at Diageo, is chair of the judging panel for this year's WARC Media Awards partnerships and sponsorships category.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Article

This event report addresses how Alaska Airlines, the air carrier, uses sponsorship to enhance its brand goals.

Article

This event report outlines how MillerCoors, the brewing giant, establishes and activates its sponsorship priorities.

News

LONDON: People love their favourite TV shows and brands that sponsor them can share in that love and borrow from it to improve brand health metrics and increase awareness, according to new research.

Case Study

This case study explains how Target, the retailer, used a live-broadcast TV ad during the GRAMMYs and social media to engage millions of people at once.

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.

News

MUMBAI: India's top-level cricket league may be the most lucrative in the world, but in an effort to pack as much branding as possible onto players, many advertisers are forgotten along the way.

Article

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

News

GLOBAL: Mars-owned confectionery brand M&Ms, retailer John Lewis, tea brand Brooke Bond Red Label and the US Army have won Golds in the Effective Use of Partnerships and Sponsorships category in the Warc Media Awards.

Article

This article looks at global sponsorship, which is forecast to rise 4.5% to $62.8 billion globally in 2017 - some 6% of global marketing spend.

News

NEW YORK: The North American sponsorship market – the largest in the world – is expected to grow more slowly than the global market in the coming year, at 4.1% compared to 4.5%.

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 describes how Coca-Cola North America achieved the number 1 ranking in YouTube's Suggested Video list to help celebrate and reintroduce the mini can to millions of viewers.

Case Study

This case study describes how Casillero del Diablo, a wine brand, partnered with Sky Movies in the UK in order to tap the potential of wine and TV moments.

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 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 shows how the U.S army partnered with a upcoming Hollywood movie to change audience perception of the organisation and increase its recruitment numbers.

Case Study

This case study shows how Macmillan Cancer Support, a UK charity, struck a unique content partnership with a national newspaper's agony aunt to educate the audience about the charity's services.

Case Study

This case study shows how McDonald's, a fast food chain, increased sales in the UK by creating bespoke content to fit the TV shows it had partnered with.

Case Study

This case study discusses a campaign for arts and crafts toy Play Doh in Russia, which used product placement and online video to reach into a new category.

Case Study

This case study shows how Rekorderlig, a cider brand, used a summer festival to increase brand awareness in the UK.