Events and sports sponsorship guidance


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.

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.

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.

Warc Exclusive, February 2015

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

Stephen Whiteside, Warc Trends, January 2015

This article describes 'eSports', a new spectator 'sport' that revolves around video games, and explains the opportunities for sponsorship available to brands.

Jonathan A. Jensen and Joe B. Cobbs, Journal of Advertising Research, Vol. 54, No. 4, 2014
Although the benefits sought by engaging in non-traditional marketing tactics such as sponsorship are well documented, determining return on investment (ROI) remains an evolving science. To advance ROI analysis in sponsorship, the authors of this study utilized data on sponsorship prices and the televised exposure of sponsors in Formula One motor racing.

Nicole Brooker and Kelsey Hodgkin, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study explains how Acura, the car manufacturer, used a US sports sponsorship to engage fans before the launch of its new TLX model.

Averill Sequiera, Ruchi Mathur and Rohit Dhawan, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Pepsi regained its trendsetting status amongst its core constituency of Indian teens by successfully running a digital content and TV broadcast business, Pepsi MTV Indies, paid for by the consumers.



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