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Sports sponsorship

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Case Study

Vacation rental marketplace HomeAway increased brand consideration in France, the UK and Germany by creating and listing on its website an apartment inside the Tour Eiffel.

Case Study

Indian entertainment TV channel Star Plus launched a campaign to change stereotypical perceptions of women with the support of the national cricket team.

Article

Sports sponsorship activations are commonly focused on the stars, but mobile operator Orange chose to make the fans the heroes of its sponsorship of the 2016 UEFA European Championship.

Article

This article explores the current thinking and reading on the subject of sports marketing, aligning a brand or product with an event or team.

News

MUMBAI: The Indian national cricket team’s first major international tour of the year to South Africa is attracting peak audiences and investment from brands as Sony Pictures anticipates “chock-o-block” sales.

News

ZURICH/BEIJING: China’s national football team won’t be taking part in the FIFA World Cup in Russia next year, but that hasn’t deterred a series of leading Chinese brands from signing up as sponsors.

News

LONDON: In the UK, women’s sport has been on a clear upward trajectory, and for brands greater investment and involvement could become an important long-term strategy.

Article

Though in the UK men's sport has not broken any records or gone anywhere new in a while, women's sport is reaching new levels of international achievement; but brands still prefer to align with men's sport.

Case Study

Pizza Hut, a US pizza delivery company, used a strategic partnership with the National Collegiate Athletic Association and a specially created sneaker to reposition itself as the 'easy' pizza option.

Case Study

Du, a local telecommunications provider operating in the UAE only, increased its market share by targeting the expat Filipino community with an exclusive bundle.

News

NEW YORK/ZURICH: FIFA’s recent history of corruption appears to be having an effect on its ability to attract sponsors for next year’s World Cup in Russia, while broadcasters there have yet to agree a price for the television rights to ...

News

MIAMI, FL: Coca-Cola, the soft-drinks manufacturer, has developed an innovative spin on sponsorship through signing an endorsement deal with a virtual soccer player in FIFA 18, a video game created by EA Sports, a unit of Electronic Arts.

Article

The Coca-Cola Co., the soft-drinks manufacturer, has used its affiliation with the FIFA World Cup soccer tournament to engage fans in various ways.

News

MUMBAI: e-Sports is joining the plethora of national sporting leagues that have sprung up in India seeking to emulate the success of the India Premier League.

Case Study

This case study shows how Samsung Australia, a technology brand, successfully increased its brand engagement and awareness by helping establish the Women's Netball team as role models.

Case Study

Samsung, a technology brand, partnered with the comedian Jack Whitehall to introduce its 'Samsung School Of' campaign to help drive brand love in the UK.

Case Study

AMI, a New Zealand general insurer, restored confidence in insurance with a locally focused campaign in Canterbury following the 2011 earthquake.

News

CHICAGO: Partnerships with organizations like the International Olympic Committee (IOC), NASCAR and the Professional Golfers’ Association (PGA) are helping the Dow Chemical Co.

Article

Dow Chemical is a sponsor of the Olympic Games, and has very specific goals for this partnership as a business-to-business marketer.

News

TOKYO: In a bid to raise its global profile, Japanese e-commerce company Rakuten is splashing heavily on overseas sports teams as it capitalises on the NBA’s introduction of jersey sponsorships.

News

CHICAGO: AT&T, the telecommunications and media company, is aiming to become “endemic” to the fan experience as it delivers both content and connectivity in the sports space.

Article

This event report addresses how AT&T, the telecoms and media company, is putting sports at the heart of its brand proposition.

News

MUMBAI: The India Premier League (IPL) is now in the top three global sports properties but more such success stories are needed to boost the country’s sporting infrastructure and culture, according to an industry figure.

Opinion

Women’s sport is gaining a higher profile, but what will it take for brands to value female athletes as much as their male peers? Ahead of the Women’s Rugby World Cup final, FCB Inferno’s Vicki Holgate explores the untapped opportunity for brands.

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.