What we know about brand partnerships

Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.

Brand partnerships are permeating every aspect of brand-building whether it be media strategy, content creation, sustainability efforts, shopper marketing or product/business model innovation. The opportunities for, and value of, partnerships are greatly enhanced by digital media.


Brand partnerships are two or more brands collaborating for mutual benefit. Partners can be other brands, retailers, not-for-profits, entertainment properties, media properties, events or even stars. For the purposes of this briefing 'brand partnerships', in some respects, overlap with old-fashioned 'sponsorship' of a media property.

Key insights

  1. Entertainment partnerships are taking a more central role in the marketing mix

Sport and entertainment’s...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands