Sponsorship

Events and sports sponsorship guidance

Sponsorship


Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how Unilever India reached remote regions to promote a range of its products and increase brand awareness.


Audi Team , Warc Prize for Social Strategy, Entrant, 2015

This case study describes a campaign by Audi, the car manufacturer, which integrated television and social media to increase awareness and consideration amongst young women in the US.


Angeline Close, Russell Lacey and T. Bettina Cornwell, Journal of Advertising Research, Vol. 55, No. 2, 2015
How do sporting-event attendees visually or cognitively process sponsorship? In the context of a professional tennis event, the current study examined attendees' visual processing and need for cognition in sponsorship processing. Need for cognition is a personality variable in psychology that reflects the extent to which consumers engage in and enjoy effortful cognitive activities.

Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report shows how Heineken, the beer brand, tapped the popularity of electronic dance music to encourage moderation among millennials.


Stephen Whiteside, Event Reports, IEG Sponsorship, May 2015

This event report outlines how adidas, the sports brand, scored an unlikely success at the 2014 World Cup through establishing a Twitter account for its official match ball, the "brazuca".


Stephen Whiteside, Event Reports, IEG Sponsorship, May 2015

This event report outlines how the Mayo Clinic tied a sponsorship program with the Minnesota Timberwolves and Lynx basketball teams to a new strategic vision.


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines the formula used by Target, the retailer, to maximise the impact of its sponsorship efforts.


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report shows how AT&T, the telecoms giant, is reinforcing its core brand proposition by activating its naming rights of the home stadium of the Dallas Cowboys.


Geoffrey Precourt, Event Reports, BAA Link Brand Activation Showcase, April 2015

This event report shows how Target, the retailer, made an impact at the 2015 GRAMMYs by providing four minutes of extra live music for fans instead of running traditional ads.

WARC RECOMMENDS


ARTICLE FOCUS

TGI on sports sponsorship

Recognising golden sponsorship opportunities


RECOMMENDED CASES

Sponsorship

Warc's pick of the most effective case studies


CASE STUDY

P&G: Thank You Mom

Activating an Olympics sponsorship through family ties


ARTICLE FOCUS

Sponsorship: Olympic sport

Millward Brown on creative storytelling


CASE STUDY

Steinlager: Believe

A World Cup sponsorship for a rugby-mad nation