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Sponsorship effectiveness

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Article

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

Article

This Adstats reveals the findings of new research from ESP into the global sponsorship market.

News

LONDON: Investment in TV sponsorship has grown by over 47% in the past ten years, but deals are sometimes forged as last-minute buys or under the premise of ‘cheaper’ airtime, an approach which fails to appreciate just how sponsorship ...

Article

The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.

Article

Regulatory relaxation has enhanced the branding opportunities that sponsorship can offer and, as a result, the desire for advertisers to position themselves with TV content has never been greater.
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Just 41 days left to enter the WARC Prize for MENA Strategy

Case Study

Just Eat, a food ordering service, created a chill out zone at festivals across Ireland to engage potential customers offline, in order to drive app downloads and orders online.

Case Study

Suzuki Cars UK achieved sales growth and brand recognition partnering with ITV's Saturday Night Show.

Case Study

Bank of America, the financial services company, used a partnership with publisher VICE to increase trust among millennial Americans.

Case Study

Chocolate brand M&M's® used sponsorship of Game of Thrones and amusing posts on social media to increase sales in Brazil.

Case Study

Italian bank Intesa Sanpaolo reached a younger audience – aged under 40 – by sponsoring TV talent show the X Factor.

Case Study

Bodegas Barbadillo, the Spanish winery, improved sales of its Maestrante wine brand by imitating the competition and investing in media in Spain.

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.

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.