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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.

Opinion

Jerry Daykin, Head of Global Digital Media Partnerships at Diageo, is chair of the judging panel for this year's WARC Media Awards partnerships and sponsorships category.

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.

Article

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.

News

NEW DELHI: At the same time as Vivo, the Chinese phone manufacturer, has spent heavily to retain its sponsorship of the Indian Premier League, global sportswear brand adidas is championing lesser known sports such as figure skating.

Case Study

This case study explains how Rio 2016, the Olympic and Paralympic Games organisers, changed attitudes around disability and generated interest in the Paralympics among Brazilians with a series of videos published on social media.

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.

Case Study

This case study shows how Gillette, a shaving razors brand, reversed declining brand affinity trends with 'how-to' tutorial experience videos in the US.

News

GLOBAL: McDonald's has sponsored the Olympic Games for more than 40 years, but now the global restaurant chain is ending its association with the International Olympic Committee's TOP partnership with immediate effect.

Case Study

This case study shows how The National Lottery (TNL), a lottery gaming brand, launched a campaign to get Britons to do more sports and increase audience engagement throughout the Rio Olympics' events.

Case Study

This case study explores how Harbin Beer, a leading beer brand produced in China, initiated a worldwide campaign by connecting sportsmanship, in relation to the Olympics, with a celebratory beer.

Case Study

This case study explains how fashion magazine Elle created a memorable experience in its Elle Fashion Preview event in Sao Paulo, Brazil.

News

GLOBAL: In 2016, six billion hours of eSports were consumed - much of that in China - in a 19% year on year increase, but the slow pace of adspend suggests backers will have to play the long game, a new report shows.

News

GUANGZHOU: China's sports boom embraces everything from running to tennis, with entrepreneurs both large and small, local and foreign exploring ways to cash in.

Article

This Company Profile from Euromonitor provides key details and analysis of consumer electronics company, Samsung.

News

MUMBAI: Media spending was the biggest single driver of the Indian sports sponsorship market in 2016, increasing by almost a quarter and accounting for over half of the total, new data has shown.

Case Study

This case study describes how Glasgow Life, a charitable sports and culture organisation, and the Federation International de Gymnastique, the competitive gymnastics governing board, designed a new brand identity for the 2015 World Gymnastics Championships in Glasgow.

Opinion

This is a guest post from Dom Boyd, Chair of the Account Planning Group (APG). There are many reasons for strategists to start 2017 full of excitement and optimism .

News

DAVOS/ HANGZHOU: Alibaba, the Chinese e-commerce giant, is joining an elite group of corporate sponsors of the Olympic Games after signing a partnership with the International Olympic Committee (IOC) that will last until at least 2028.

News

NEW DELHI: Patanjali, recently named as India's most disruptive FMCG brand, is setting its sights on wrestling fans as it becomes the title sponsor for the next two seasons of the Pro Wrestling League (PWL).

Article

This report looks at the trends and technologies that are set to become more important and relevant to marketers in 2017 including live video, VR and AR, web TV and chatbots.

Case Study

This case study describes how Samsung, an electronics and technology manufacturer, sponsored Netball to drive brand engagement in Australia.

Case Study

This case study describes a brand re-launch by Masglo, a Colombian nail polish brand, which built an emotional connection with women.

Case Study

This case study shows how Nissan, a car brand, partnered with the UK Olympic and Paralympic teams to build brand awareness and increase sales.