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Case Study

Telco Sprint launched a chatbot-based game in Facebook Messenger to drive positive engagement with the Latino market in the US.

Article

Global strategies, campaign updates and trends in the savoury snacks category.

Article

Global strategies, campaign updates and trends in the energy drinks category.

Article

Football marketing has come a long way since Nike’s iconic 1998 World Cup ad featuring the Brazil team playing kickabout in an airport, not least because of social media which has shifted the focus to individual players.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Opinion

With the FIFA World Cup, Commonwealth Games and Ryder Cup taking place this year, 2018 is a big year for sport.

News

MANCHESTER: Even though Manchester United is the most viewed English Premier League football club on YouTube, clocking up a huge 843m views since the start of the 2017-18 season, it has resisted having an official YouTube channel – until now.

News

LONDON/GENEVA: UEFA, the governing body of football in Europe, intends to deliver more value for the premium sponsors of its various competitions, not least with a major push of the Champions League in Asia.

Article

New Balance, the sportswear manufacturer, has adopted a nuanced strategy as it seeks to reach youthful "gamechangers" who have the power to influence broader perceptions of its brand.

Case Study

Nivea Men, the beauty brand, used a football-focussed campaign to increase sales in Mexico.

Article

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.

Article

Sports sponsorship activations are commonly focused on the stars, but mobile operator Orange chose to make the fans the heroes of its sponsorship of the 2016 UEFA European Championship.

Article

Discusses the race between Apple, Google, Facebook, Snapchat and Twitter to win a slice of the long-form, original video market and how the outcome is likely to have a major impact on video content consumption habits globally.

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.

Article

PepsiCo, the consumer packaged goods manufacturer, is tapping consumers’ enthusiasm for digital in Brazil to deliver more compelling messages.

News

ZURICH/BEIJING: China’s national football team won’t be taking part in the FIFA World Cup in Russia next year, but that hasn’t deterred a series of leading Chinese brands from signing up as sponsors.

Research Paper

Because event sponsorship has been used widely as a means to communicate corporate social responsibility (CSR), managers evince interest in the interplay among events, sponsorship, and CSR.

News

NEW YORK: Despite younger consumers moving away from traditional sports broadcasting, and tech giants edging in on broadcasters’ traditional territory, sports rights will only continue to grow.

Article

This Company Profile from Euromonitor provides key details and analysis of Under Armour.

Article

Though in the UK men's sport has not broken any records or gone anywhere new in a while, women's sport is reaching new levels of international achievement; but brands still prefer to align with men's sport.

Case Study

EDF Luminus, a Belgian electricity producer and energy provider, created the '12th devil' device, in partnership with the Belgium national football team (Red Devils), to promote fan energy and engagement during the EURO 16.

Case Study

Energy company Gas Natural Fenosa launched the first branded content short film in Spain to shift consumers' opinions about energy.

Case Study

PepsiCo, a food and beverage company, leveraged its partnership with the UEFA Champions League in Ireland by launching a video campaign that surprised superfans by taking them to the UCL game.

Article

This Company Profile from Euromonitor provides key details and analysis of Fast Retailing Co Ltd, the owner of brands including Uniqlo and Comptoir des Cotonniers.

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.