Sponsorship

Information and insights on sponsorship as a marketing channel

Sponsorship


Andrea Sophocleous, Event Reports, Australian Broadcasting Digital Media Summit, February 2014
This event report discusses how Diageo and Suzuki are developing their advertising strategies in Australia, with a particular focus on television. The advent of "event TV" - based around high-quality programming content that has become appointment viewing - has encouraged a renaissance of this channel in the recent past.

ARF Ogilvy Awards, Gold, Entertainment & Sports, 2014
This case study describes how Ford Motors partnered with EA, the video games company, to target 25-49 year old men in the US with a new car model. Research had found that this target group primarily spent their free time watching sports and playing video games, and that they were cynical towards advertising.

Alan Pascoe, Market Leader, Quarter 2, 2014
This article discusses the evolution of sports sponsorship in the UK, arguing that it has moved from a transactional relationship to one based on an authentic alignment of values. The Olympic Games sponsorship is given as a key example of the importance of values, where the rights offered are very limited but the Games' values are considered to be of high value.

Geoffrey Precourt, Event Reports, American Marketing Association, January 2014
This event report discusses how NASCAR and Coca-Cola have taken a more granular approach to proving the return on sponsorship investment. In the past, brands simply used the sport to get their logo in front of a large audience; now, however, the possibilities are far wider.

Stephen Whiteside, Event Reports, Zeta Interactive Panel Discussion, January 2014
This event report discusses how Super Bowl advertising has changed over the last 30 years. As digital marketing has increasingly come to influence the desire of brands to "go viral", so Super Bowl ads are increasingly designed to prompt sharing among internet users.

Anastasia Kourovkaia, Market Leader, Quarter 1, 2014
This article describes sponsorship of the London Olympics 2012 by BT, the telecommunications company. Starting in advance of the Games BT used its own assets, such as telephone boxes and building facades, to spread a message building up to the event.

Amanda Burningham, Admap, January 2014
This article discusses TV sponsorship, and uses the examples of Anchor, the butter brand, and very.co.uk, the online retailer, to demonstrate that an integrated '360' approach to TV sponsorship has the greatest results. Anchor's sponsorship of the television programme 'Food Glorious Food' included on-air sponsorship, off-air rights which formed part of the brand's social media strategy, and celebrity endorsement.

Stephen Whiteside, Event Reports, ANA Real-Time Marketing Conference, December 2013
This event report describes how Capital One, the credit card company, conducted a real-time marketing campaign - informed by data and analytics - during the 'March Madness' basketball championship in the US. A Twitter hashtag was added to television ads in order to help stimulate the conversation, which Capital One then engaged with.

David Tiltman, Warc Trends, December 2013
The Content Revolution looks at key trends in content marketing, with a focus on how brands are using digital content formats. It includes insight into why content is popular, and how brands are using it; analysis of three types of content strategy, and how they fit with a brand's other marketing activity; a focus on social and video content; and case studies that show how content has been used effectively by brands.

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