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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.

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.

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.

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.

News

CHICAGO: Ford, the automaker, has successfully promoted its trucks through a partnership with the National Football League (NFL), which represents a good fit for the brand and can be activated in extremely diverse ways.

News

MUMBAI: India's top-level cricket league may be the most lucrative in the world, but in an effort to pack as much branding as possible onto players, many advertisers are forgotten along the way.

Article

This event report outlines how Ford, the automaker, promoted its "Super Duty" truck through an expansive partnership with the National Football League (NFL).

News

LOS ANGELES: Toyota, the automaker, has successfully demonstrated how to connect with NASCAR racing fans by using Twitter as an engagement driver.

Article

This event report looks at how Toyota, the automaker, used Twitter to engage consumers during the Daytona 500, the biggest event on the NASCAR racing calendar.

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 event report addresses how Dr Pepper Snapple Group, the beverage manufacturer, is seeking to enhance digital measurement.

Article

This article examines how brands can build awareness and increase loyalty through effective sponsorship.

News

LONDON: Vauxhall, the UK car maker that until very recently was owned by General Motors, has announced that it will end its lead sponsorship of the four home nations' football teams.

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.

News

MUMBAI: Insurgent Chinese brands have taken over every major sponsorship opportunity in Indian cricket as they seek to grow brand awareness in the country.

News

NEW DELHI: Not only are Chinese phone brands squeezing out Indian ones in the marketplace, they are also grabbing a major chunk of the high-profile marketing opportunities in Indian sport.

News

SYDNEY: Supercheap Auto (SA) created a retail bonanza out of its Bathurst 1000 event sponsorship that was second only to Christmas in terms of sales, a senior executive at the company has revealed.

Article

This article shows how Supercheap Auto, an Australian automotive accessories brand, used sponsorship of the Bathurst 1000 race to create an experiential retail success second only to Christmas in sales revenue.

News

MUMBAI: The Indian Premier League commands 74% of ad spend directed at sports leagues in India, according to a senior sports marketing executive.