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News

HONG KONG/NEW YORK: Tencent Holdings, the Chinese internet giant, has secured a deal with Major League Baseball (MLB) of the US to live stream MLB games and highlights, including the World Series, to its huge base of online users.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

News

LOS ANGELES, CA: The US National Basketball Association sells the experience of games, but the disparity between watching the game on television and watching it courtside is falling away, as the league experiments with new visual media following a ...

Article

Turner, the media company, has shifted its marketing focus away from talking about "consumers" and is instead focusing on "fans".

Article

The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.

News

SINGAPORE: Twitter is ramping up its involvement in live sports in Asia Pacific with the expectation that sports bodies prefer it to the likes of Amazon and Facebook.

Article

Branded content provides a challenge for marketers to align its measurement with traditional metrics across television and digital platforms.

Case Study

Pizza Hut, a US pizza delivery company, used a strategic partnership with the National Collegiate Athletic Association and a specially created sneaker to reposition itself as the 'easy' pizza option.

Article

Explains how digital out-of-home advertising (DOOH) is coming of age, and highlights how the opportunities are boundless for brands that are willing to invest and experiment.

Article

The Coca-Cola Co., the soft-drinks manufacturer, has used its affiliation with the FIFA World Cup soccer tournament to engage fans in various ways.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.

Research Paper

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.

Article

This event report addresses how AT&T, the telecoms and media company, is putting sports at the heart of its brand proposition.

Research Paper

This article examines what went wrong with pre-election polls for the 2016 U.S. presidential election and offers solutions to restore credibility to survey methods.

Case Study

This case study explains how sports clothing brand Under Armour worked with swimmer Michael Phelps to produce an emotional video and increase sales in the US.

Article

This event report outlines how brands can successfully fuse brand activation and promotions with advertising, drawing on examples from the Coca-Cola Co. in the US.

Case Study

Transforma, an educational program created by the 2016 Rio Olympics to promote sports in schools, developed a mentoring strategy to successfully increase the Brazilian public's awareness of the program.

News

NEW YORK: Twitter has announced a number of live-streaming deals, including a partnership with Bloomberg Media to create a new live streaming news network.

Article

This report explores how Intel, the technology company, implemented a new campaign to help reinvent its brand.

News

LOS ANGELES: Kia Motors America, the car manufacturer, has enjoyed consistent success through building its marketing strategy around four key "pillars" of music, pop culture, connectivity and sports.

Article

This event report addresses how Georgia-Pacific, the paper products manufacturer, has used storytelling to engage consumers.

Case Study

This case study shows how Phoenix Petroleum, a fuel brand, increased sales and brand awareness by sponsoring one of the Philippines' biggest basketball teams.

Case Study

This case study shows how Guinness, a beer brand, developed an award winning campaign to cement its brand identity across the UK and Irish markets.

News

BEIJING: The fast-moving Chinese smartphone market has seen Oppo and Vivo leapfrog Huawei and Xiaomi to become the country's leading smartphone brands in the third quarter, new data have shown.