Sponsorship

Events and sports sponsorship guidance

Sponsorship


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, 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, April 2015

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


Cristina Brand, Carla Mayumi, Flavio Marcondes and Gabriel Aleixo, ESOMAR, Latin America, April 2015

This paper explains how Coca-Cola, the beverage brand, developed a platform to consolidate data from multiple sources in real-time, to inform its marketing communications and decisions.


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.


Simon McEvoy, Ian Gambier & Sara Goodsell, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how not for profit organisation Check One Two triggered a grassroots movement to raise awareness of testicular cancer in the UK.


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines how Coca-Cola's sponsorship programs of the Olympics has evolved since 2008 – and the main issues shaping the company's thinking before the 2016 Games in Brazil.


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.


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines how GoPro, the camera brand, has built a "virtuous cycle" of content creation by working with athletes and other creators.

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