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News

MIAMI, FL: Coca-Cola, the soft-drinks manufacturer, has developed an innovative spin on sponsorship through signing an endorsement deal with a virtual soccer player in FIFA 18, a video game created by EA Sports, a unit of Electronic Arts.

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

Research by e3 has identified a gap between what football fans want from sports media and what they’re actually getting from traditional brands.

Case Study

Beer brand Tiger used TV print and OOH to build awareness of its Street Football Festival and boost sales in Cambodia.

Case Study

Sponsor, a sports drink brand in Thailand, increased its sales by building a connection with sports lovers by helping them support the Thai national football team.

News

MUMBAI: e-Sports is joining the plethora of national sporting leagues that have sprung up in India seeking to emulate the success of the India Premier League.

Case Study

Hornbach, a German DIY retailer, launched its ‘#Heldenkranz’ campaign to successfully reach ts target audience during the Euros 2016; despite the fact that the brand is unrelated to football.

Case Study

Valencia CF, a Spanish football club, repositioned itself by creating a new brand manifesto that focussed on the football journey to inspire support.

Case Study

Tide, a US laundry detergent, used the Super Bowl and the internet to celebrate the brand and blur the lines between reality and advertisement.

Case Study

Samsung, a technology brand, partnered with the comedian Jack Whitehall to introduce its 'Samsung School Of' campaign to help drive brand love in the UK.

Case Study

Beats by Dre, a headphones brand, successfully established itself in the global headphones market by pairing with sports to promote its product as a tool for victory.

News

TOKYO: In a bid to raise its global profile, Japanese e-commerce company Rakuten is splashing heavily on overseas sports teams as it capitalises on the NBA’s introduction of jersey sponsorships.

Article

This Company Profile from Euromonitor provides key details and analysis of E&J Gallo Winery Inc, the world’s largest vintner, accounting for 3% of global volumes in 2016.

News

CHICAGO: AT&T, the telecommunications and media company, is aiming to become “endemic” to the fan experience as it delivers both content and connectivity in the sports space.

Article

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

News

MUMBAI: The value of the India Premier League (IPL) has jumped by a quarter in the past year to reach £5.3bn according to a corporate advisory firm which has also suggested that the next round of television rights could fetch $1.8bn.

Opinion

Women’s sport is gaining a higher profile, but what will it take for brands to value female athletes as much as their male peers? Ahead of the Women’s Rugby World Cup final, FCB Inferno’s Vicki Holgate explores the untapped opportunity for brands.

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.

Article

This event report details how adidas, the sports and lifestyle brand, is ensuring it remains fresh and relevant to consumers.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

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 describes how potato chip brand, Chipsy, used its packaging as a sports-betting medium to boost sales in Egypt and leverage its sponsorship of the UEFA Champions League.

Case Study

This case study shows how Nissan, the car brand, made use of its recent sponsorship deal to reconnect with its Asian expats customer base and increase sales in the UAE.

Case Study

This case study shows how GO Sport, a sports goods brand, used a football match to feature its own products and increase sales in the UAE.

Case Study

This case study shows how Teach For Qatar (TFQ), an NGO in Qatar, increased its number of teaching applications by appealing to young people's desire to lead.