Events and sports sponsorship guidance


Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report demonstrates how Shell Lubricants, which manages brands like Pennzoil and Quaker State, achieved heightened marketing flexibility using corporate trade.

Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines how Red Bull Media House is drawing on its unparalleled expertise in content creation to help other brands engage consumers.

David Ward, ANA Magazine, February 2015

This article gives some guidelines for making the most of sponsorship deals, with close focus on activation.

Geoffrey Precourt, Event Reports, 4A's Transformation, March 2015

This event report outlines how Capital One, the financial-services brand, has leveraged its sponsorship of March Madness to connect with consumers.

ARF Ogilvy Awards, Silver, Alcohol & beverages, 2015

This case study explains how Starbucks, the coffee shop chain, used its sponsorship of TV show 'The Voice' in the US to highlight its pro-social activity and improve key brand metrics.

Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2015

This event report outlines Xerox's "test-and-repeat" approach to native advertising, which has seen the company refine its strategy over time.

Robert Passikoff, Admap, March 2015

This article analyses the performance of several brands that have used big event marketing and finds that engaging people with the brand is crucial to meet business objectives.

Sarah Green, Admap, March 2015

This article examines successes and failures in big event activation, identifying best practices and explaining how brands can maximise the effectiveness of their budget.

Warc Exclusive, February 2015

This article provides marketers with information and guidance on sponsorship strategies.



TGI on sports sponsorship

Recognising golden sponsorship opportunities



Warc's pick of the most effective case studies


P&G: Thank You Mom

Activating an Olympics sponsorship through family ties


Sponsorship: Olympic sport

Millward Brown on creative storytelling


Steinlager: Believe

A World Cup sponsorship for a rugby-mad nation