Sponsorship

Events and sports sponsorship guidance

Sponsorship


Aakriti Goel, Warc Exclusive, July 2015

This article looks at the changing nature of Indian festivals, which are increasingly absorbing global influences in line with other areas of Indian society.


Warc Data, July/August 2015

This article explores global spend on sponsorship, which is forecast to rise to $57.


David Tiltman, Event Reports, Cannes Lions, June 2015

This event report explains how Tic Tacs, the confectionery brand owned by Ferrero, developed a new 'Minions' themed product following social media demand.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how British Airways grew its market share from a low of 7% by identifying a demographic of Indian ex-pats in North America who flew home at least once a year.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Heineken New Zealand reinvigorated its Tui beer brand to address its declining market share.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Nike India reinforced its position as the voice of Indian cricket.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how headphones company Beats by Dr Dre set out to differentiate itself in an uninspiring and homogenous market.


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2015

This case study describes how Australian men's fashion designers MJ Bale created awareness and sales amidst the established tailors market by emphasising the provenance and quality of its materials.


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.

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Sponsorship

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CASE STUDY

P&G: Thank You Mom

Activating an Olympics sponsorship through family ties


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Sponsorship: Olympic sport

Millward Brown on creative storytelling


CASE STUDY

Steinlager: Believe

A World Cup sponsorship for a rugby-mad nation