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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 shows how The National Institute for Blood Transfusions, a blood donations organisation, harvested concert goers' love for free tickets to increase blood donations in Romania.

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 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 details how Tiger, a beer brand, integrated itself into the Dublin Fringe Festival in Ireland by commissioning sculptures that brought the brand to life and creating a memorable experience.

Case Study

This case study explains how Target, the retailer, used a live-broadcast TV ad during the GRAMMYs and social media to engage millions of people at once.
View all case studies on this topic

Article

This article examines how brands can build awareness and increase loyalty through effective sponsorship.

Article

This article covers how NAB, one of Australia’s leading banks, is repositioning its brand as one of inclusion with storytelling, on-site activations and sponsorship of an LGBT event.

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.

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 article explores the current thinking and reading on the subject of sports marketing, aligning a brand or product with an event or team.
View all articles on this topic
  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 event report outlines how Heineken USA, the brewing group, is using proximity marketing to engage with consumers across different moments and touchpoints.

  4. Article

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

  5. Article

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

  6. Article

    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.
View everything on this topic

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