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Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Case Study

This case study relates footwear manufacturer New Balance's campaign to celebrate runners' strength on the platform of its home city's marathon in Boston, USA.

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.

News

SYDNEY: Experts in media law have warned Australian brands against legally-fraught "ambush marketing" during the 2016 Olympic Games, as marketers try to capitalise on the world's biggest sports event.

Article

This article examines some of the strict legal requirements governing Australian brands with regards to marketing during the Olympic Games, and provides examples of the challenges and work-arounds brands have faced when trying to align with the event.

Research Paper

This article describes how a one-way understanding of sponsorship image transfer has the potential to be limited and misleading.

News

NEW YORK: Brands and athletes are looking to take advantage of a change in the rules surrounding marketing at the Olympic Games that has stripped away some of the exclusivity reserved for sponsors of the event.

Opinion

The AME Awards went live on Warc this morning. The AME Awards for advertising and marketing effectiveness honour work that demonstrates ground-breaking solutions to marketing problems.

Case Study

This case study demonstrates how McDonald's, the fast food restaurant, increased its relevance in Europe as a sponsor of the 2014 World Cup.

Opinion

The Warc Prize for Connection Strategy Awards went live on warc.com last week. These awards focus on channel ideas that deliver brand advantage.

Research Paper

Sponsorship activations can differ either according to their focus (on the brand versus on the event), or their scope (promoting a product versus a corporate image).

Case Study

This case study describes how headphones company Beats by Dr Dre set out to differentiate itself in an uninspiring and homogenous market.

Case Study

This case study explains how Currys PC World, the UK electronics retailer, used insights about relationships to make the most of the FIFA World Cup without being an official sponsor.

News

LONDON: Heineken, the brewer, intends to make the Rugby World Cup being held in the UK this autumn its biggest marketing platform of the year, with a particular focus on digital.

Case Study

This case study describes how Pepsi created VIP boxes at Indian Premier League (IPL) cricket matches to encourage young Pepsi drinkers in India to buy its larger bottles.

Case Study

This case study describes how, when it came to large bottles of cola typically bought by the value-conscious homemaker as part of the grocery parcel in India, Pepsi were losing relative market share in the segment because the competition offered more value for money.

Research Paper

This paper investigates the mechanism under which attitude formation takes place in corporate co-branding in the context of sport sponsorship.

News

LONDON: A majority of young consumers are opposed to ambush marketing at sporting events and think that brands linking themselves to events should be official sponsors according to new research.

Opinion

With the 2014 football World Cup in Brazil fast approaching, we've been digging in to Warc's subscriber database of cases, articles and research papers to draw out some consumer and media insights around football's biggest tournament.

Research Paper

Using the case study data of the South Korea 2002 and 2006 World Cup sponsorship campaigns, this study examined (1) whether more favourable sponsorship response occurs as image congruence between a sponsor and the World Cup increases, and whether (2) consumer attributions of a sponsor’s motives in sponsoring the World Cup and (3) a sponsor’s perceived fit in aiding World Cup cheering events, namely cheering event fit, moderate image congruence’s effects on sponsorship response.

Article

A summary of a Thinkbox event highlighting various case studies of hit recent TV-led campaigns. Thinkbox argues that TV ads' strength is in their ability to build brand fame in an emotive way, and that creativity is the engine of this process.

News

NEW YORK: Nike, the sportswear giant, believes strong design, vivid branding and an increasingly co-ordinated strategy were all vital to the success of its "ambush marketing" efforts at the Olympic Games.

Opinion

Would you be surprised to hear that children lining the athletes parade route through Olympic Park in London were advised to wear "comfortable, unbranded or adidas shoes"? A bit biased, you say? Okay, lots of sporting events are used to promote brands.

Article

With sponsors paying millions of pounds to become officially linked to major sporting events such as the 2012 Olympic Games, the likelihood of ambush marketing is ever present.