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Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

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.

Article

The Coca-Cola Co., the soft-drinks manufacturer, has used its affiliation with the FIFA World Cup soccer tournament to engage fans in various ways.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

News

MUMBAI: e-Sports is joining the plethora of national sporting leagues that have sprung up in India seeking to emulate the success of the India Premier League.

Case Study

This case study shows how Samsung Australia, a technology brand, successfully increased its brand engagement and awareness by helping establish the Women's Netball team as role models.

Case Study

Samsung, a technology brand, partnered with the comedian Jack Whitehall to introduce its 'Samsung School Of' campaign to help drive brand love in the UK.

News

CHICAGO: Partnerships with organizations like the International Olympic Committee (IOC), NASCAR and the Professional Golfers’ Association (PGA) are helping the Dow Chemical Co.

Article

Dow Chemical is a sponsor of the Olympic Games, and has very specific goals for this partnership as a business-to-business marketer.

News

TOKYO: In a bid to raise its global profile, Japanese e-commerce company Rakuten is splashing heavily on overseas sports teams as it capitalises on the NBA’s introduction of jersey sponsorships.

News

CHICAGO: AT&T, the telecommunications and media company, is aiming to become “endemic” to the fan experience as it delivers both content and connectivity in the sports space.

Article

This event report addresses how AT&T, the telecoms and media company, is putting sports at the heart of its brand proposition.

News

MUMBAI: The India Premier League (IPL) is now in the top three global sports properties but more such success stories are needed to boost the country’s sporting infrastructure and culture, according to an industry figure.

Article

This article provides guidance and reading on a now common aspect of brand building - partnerships - in which two or more brands collaborate for mutual benefit.

Opinion

Women’s sport is gaining a higher profile, but what will it take for brands to value female athletes as much as their male peers? Ahead of the Women’s Rugby World Cup final, FCB Inferno’s Vicki Holgate explores the untapped opportunity for brands.

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.

News

LIVERPOOL: Liverpool FC will sport Western Union, the global money transfer company, on its players’ shirt sleeves for the first time, as the financial services company plots its move to digital via corporate customers.

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.

Case Study

This case study shows how Nissan, the car brand, made use of its recent sponsorship deal to reconnect with its Asian expats customer base and increase sales in the UAE.

News

BEIJING/SHANGHAI: Suning Retail Group is betting up to $2bn on TV rights to show soccer from around the world in China, in a move that could deliver the company a near monopoly on the growing sport at home.

Article

This event report outlines how PNC, the financial services group, approaches sponsorship.

News

MUMBAI: A range of broadcasters are expected to bid for the media rights to the India Premier League – the tender process opens today – as competition heats up in the sports viewing category.

News

NEW YORK: Facebook, Twitter and Snap are reported to be trying to buy the online rights to video highlights from the 2018 FIFA World Cup tournament.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

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.