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News

Brands interested in the sponsorship opportunities offered by major sporting tournaments will want to take note of a new study that has found the number of people interested in the Ryder Cup has surged over the last four years.

News

NEW YORK: Advertisement typicality, or the extent to which a message is a “good example” of an ad in a given category, may help brands make an impact with their communications around sports sponsorship, a paper in the Journal of ...

Article

Marketers looking to explore the world of eSports can draw on their experience in traditional sports as they seek to make sense of this burgeoning industry.

Article

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

Article

Swedish Fish, the confectionery brand owned by Mondelez International, successfully engaged with consumers through a sponsorship tie-up with aquariums.

Case Study

OPPO, a global smartphone brand, launched its Find X smartphone across Europe and in China by creating live events alongside social and video content.

Case Study

P&G, a consumer goods corporation, channelled the relationship between Olympic athletes and their mothers to connect with the Korean audience during PyeongChang 2018.

Case Study

Procter & Gamble (P&G), a consumer goods corporation, launched a campaign connecting Olympic popularity with its portfolio of brands, creating fun consumer engagement to drive sales in China.

News

OREGON: Nike’s ad featuring Colin Kaepernick has been a talking point this past week, but the commercial effects are unclear, with one survey reporting brand metrics have dipped in the US, while another source says online sales have ...

Case Study

Sportswear brand Reebok used a multimedia strategy to change the sexist nature of the narrative for women's fitness in India and close the gap on market-leader Nike.

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

Defence Force Recruitment, a recruiter for the Australian Defence Force, positioned itself as a 21st Century employer by driving operational change that delivered record recruitment rates.

Case Study

Optus, a telco brand, developed a game plan to drive long-term growth in Australia, which harnessed the determination and charm of athlete Usain Bolt.

News

NEW YORK: The growth of eSports could present significant opportunities for marketers seeking to connect with fans of competitive gaming in countries including the US and China.

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.