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News

NEW YORK: Dr Pepper, the soft drink, has been able to tap into residual brand equity in the eSports space, a marketing channel it has re-entered after an extended gap in its sponsorship efforts.

Article

State Farm, the insurance company, has successfully driven engagement with eSports fans, an audience skewed towards millennial males.

News

MANCHESTER: Foreign-owned betting firms that sponsor English Premier League football clubs are failing in their duty to pay into a fund for treating people with gambling addiction, according to the head of the National Health Service (NHS).

News

CHICAGO: Bud Light, the beer brand owned by Anheuser-Busch InBev, has generated a powerful return on investment from introducing special cans for teams competing in the National Football League (NFL).

News

OREGON: Nike, the global sportswear giant, has put a controversial figure at the very front of the 30 th anniversary of its ‘Just Do It’ slogan as it unveiled a new campaign featuring Colin Kaepernick.

News

CHICAGO: Bose, the audio equipment brand, has driven concrete benefits thanks to its long-term sponsorship program with the National Football League (NFL).

Article

Dr Pepper, the soft drinks brand, is leveraging the power of eSports to connect with young consumers around a deep passion point.

Article

Constellation, the energy company, has built a powerful business-to-business sponsorship program with the Professional Golfers’ Association of America (PGA).

Article

Dr Pepper, the soft-drinks brand, is using a nuanced strategy as it pursues eSports marketing.

Opinion

This month, energy drinks brand Carabao is the brand which has achieved the highest uplift in its Ad Awareness in the UK.

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.

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.

Case Study

Ford, a car manufacturer, was able to market its Mustang model to a wider audience in Australia by using highly contextualised ads to target consumers during everyday moments.

Case Study

Mitsubishi, an automotive brand, reclaimed its expertise as an affordable and reliable SUV company by launching a range of brand, product and dealer communications in Australia.

News

TORONTO: Scotiabank, the financial services provider, has successfully engaged consumers in Central and Latin America through more closely aligning its sponsorship and philanthropic efforts.

News

MANCHESTER: Documentaries about sports personalities and teams are nothing new but streaming services are taking these to a new level with extended behind-the scenes series at major teams that have global appeal and can generate valuable data.

Article

Scotiabank, the financial-services provider, combined its sponsorship and philanthropic efforts in Latin America in an effective way.

Article

Bose, the audio equipment manufacturer, is using sponsorship in an increasingly nuanced and powerful fashion to build its brand.

Article

Gillette, the shaving brand owned by Procter & Gamble, has tapped the power of eSports to engage with young consumers.

News

LONDON: A number of leading brands are increasingly getting involved in the sponsorship of women’s sport, yet despite evidence that 59% of the UK population express interest in at least one women’s sport, some industry experts believe ...

Article

Bud Light, the beer brand made by Anheuser-Busch InBev, has found that cans which are associated with specific NFL teams deliver an extremely strong level of return on investment.

Article

Anheuser-Busch InBev, the brewer, has developed a bespoke formula for measuring the return on investment (ROI) generated by its sponsorship programs.

Article

Starbucks, the coffee house chain, uses local events and partnerships to enhance its brand status in Seattle, where it is headquartered.

Article

Global strategies, campaign updates and trends in the cleaning products category.