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Key reading

P&G Proud Sponsor of Moms

What we know about sponsorship strategies

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.
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Activating your sports sponsorship

Six simple guidelines for activating sports sponsorship for brands and advertisers.

How sports sponsorship has become strategic brand marketing

Sponsorship partnerships are moving from a transactional relationship to being value-based.

Sponsorship's influence

Different types of brand sponsorship deals, and the impact of these sponsorships on consumers.

Bring the event to life

Four approaches to events sponsorship for brands, including the pros and cons for each.

Latest case studies

Johnnie Walker Blue Label: "A gentleman's wager" viral campaign

This case study describes how Johnnie Walker repositioned itself in the post-Global Financial Crisis (GFC) luxury category by subverting the norms of deluxe whiskies and emphasising its credentials.

How IRN-BRU owned Glasgow 2014

This case study explores how IRN-BRU, the soft drink, became the most memorable sponsor of the Glasgow 2014 Games through a campaign focused upon its audience and accessibility.

KBC: 5 euro

This case study describes how one of Belgium's biggest banks, KBC, built upon its past association with summer music festivals to develop a unique campaign to engage teenagers.

Aetna Inc.: The 11 Initiative

This case study describes how Aetna, the US-based healthcare company, gained substantial social and earned media exposure with an experiential stop-smoking campaign.

Latest articles

Adstats: Global sponsorship

This article provides charts and statistics on global sponsorship expenditure, examining variations in channels, countries, years, and category.

Fan-first sports platforms

This article describes how most sport fans would be receptive to increased levels of sports sponsorship if the brands were to act more like fans themselves and explores this insight to investigate the five new dynamics of effective sports sponsorship.

7 routes to more effective sports sponsorship

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

Dos Equis' new "interest": ESPN college-football partnership

This event report outlines how Dos Equis, the beer brand, is planning to reach consumers by sponsoring the College Football Playoff on ESPN.

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