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Sponsorship

Sponsorship involves the provision of funds for sports teams, sporting or cultural events, or entertainment properties, in return for promotion of the brand to their audience. Sponsorship investment tends to be split between the rights fee (for the right to be a sponsor) and the ‘activation’ of a sponsorship (advertising and other messaging to support the sponsorship). Sponsorship tends to be most effective when there is a natural fit between the brand and the sponsored party.

Key Reading

Important papers from across the Warc database

This guide summarises the key arguments on Warc around the topic of sponsorship, offering marketers practical advice from industry experts. It includes several case study examples, including the 'Thank You Mom' campaign from Procter & Gamble, which was based around the FMCG giant's Olympic Games sponsorship.
Six simple guidelines for activating sports sponsorship for brands and advertisers.
Sponsorship partnerships are moving from a transactional relationship to being value-based.
Different types of brand sponsorship deals, and the impact of these sponsorships on consumers.
Four approaches to events sponsorship for brands, including the pros and cons for each.

Case Study

This case study describes how Virgin Money, the loans company, strengthened its sponsorship of the London Marathon in the UK in order to turn runners into Virgin Money customers.

Case Study

This case study reveals how Sure, the deodorant brand, activated a new communications strategy at music festivals in the UK to target young audiences.

Case Study

This case study describes how Samsung, an electronics and technology manufacturer, sponsored Netball to drive brand engagement in Australia.

Case Study

This case study demonstrates how Steinlager, New Zealand's No1 premium beer, grew sales by breaking the mould of standard industry advertising.

Case Study

This case study describes a campaign by the National Institute of Blood Transfusion in Romania which successfully increased blood donations among young people and first-time donors by partnering with a music festival.

Case Study

This case study describes how Coca-Cola North America achieved the number 1 ranking in YouTube's Suggested Video list to help celebrate and reintroduce the mini can to millions of viewers.
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Article

This article shows how Supercheap Auto, an Australian automotive accessories brand, used sponsorship of the Bathurst 1000 race to create an experiential retail success second only to Christmas in sales revenue.

Article

This article explores the opportunities for brands in Indian sport, including the Indian Premier League (IPL).

Article

This article looks at global sponsorship, which is forecast to rise 4.5% to $62.8 billion globally in 2017 - some 6% of global marketing spend.

Article

This report looks at the trends and technologies that are set to become more important and relevant to marketers in 2017 including live video, VR and AR, web TV and chatbots.

Article

This event report outlines how MasterCard, the payments group, has developed a unique approach to maximising the impact of its sponsorship programs.

Research Paper

This article considers social media intelligence in market research, including the tools needed to analyse conversations and the challenge of how to extract value from the millions of online conversations that happen daily.

Article

This event report outlines how Marriott International, the hotel group, is using buzz marketing to engage with millennials.
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  1. Article

    This report looks at the trends and technologies that are set to become more important and relevant to marketers in 2017 including live video, VR and AR, web TV and chatbots.

  2. Article

    This article explores the current thinking and reading on the subject of sports marketing, aligning a brand or product with an event or team.

  3. Article

    This article examines what makes particular Super Bowl ads successful and outlines a case study of the most shared ad from the 2016 Super Bowl.

  4. Article

    This event report outlines how Heineken USA, the brewing group, is using proximity marketing to engage with consumers across different moments and touchpoints.

  5. Article

    This article outlines seven strategies by which brands can successfully leverage the power of sport sponsorship.

  6. Article

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

View everything on this topic

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