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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.

News

CHICAGO: Starbucks, the coffee house chain, is seeking to utilise sponsorship and partnerships to enhance brand love in its home town of Seattle.

Article

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

News

CHICAGO: Anheuser-Busch InBev, the brewer, is taking a more flexible approach to leveraging paid media in connection with its sponsorship programs.

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

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

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

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

News

CANNES: Mastercard, the payments company, is leveraging experiential marketing to engage consumers around their passion points, a shift that partly reflects an internal view that classical advertising is “dead”.

Article

explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.

Article

Examines how brands can build awareness and increase loyalty through effective sponsorship.

News

MUMBAI: International beer brand Heineken data-mines micro-moments and consumer behaviours to make the most of its sponsorship of the UEFA Champions League, according to a senior marketing executive at the brand.

News

NEW YORK: MillerCoors, the brewer, is using an increasingly diverse sponsorship portfolio as a means of connecting with millennial consumers.

Case Study

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.

News

CHICAGO: Jack in the Box, the quick-service chain, believes that becoming involved in the eSports space presents a variety of opportunities for its brand.

Opinion

As the 2018 World Cup group stages come to a conclusion, certain brands have shown their marketing colours.

Article

Mastercard, the payments brand, is tapping the power of experiential marketing in a bid to engage consumers in meaningful ways around their passion points.

Article

Heineken harnessed data to explore the micro-moments and consumer behaviours that drove their UEFA Champions League campaigns.

Case Study

Adidas Originals, an adidas sub-brand devoted to streetwear, remade Frank Sinatra's My Way and made it the soundtrack to its online video to spread the message globally that original is never finished.

Case Study

Coca-Cola, a carbonated drinks brand, increased sales in Egypt by creating a national hymn to football that enticed the country's youth to get reacquainted with the national team.

Case Study

Adidas, a sportswear brand, launched an exclusive pair of football boots that could only be purchased with a unique referral code in order to create brand buzz and expand its reach in the UK.

Case Study

Heineken, a beer brand, increased brand loyalty and made the UEFA Champions League (UCL) games a more important occasion by enlisting football manager José Mourinho to spread the message to football fans globally.