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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

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.

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

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

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.

Article

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

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.

Article

A look at the risks and rewards of advertising during the FIFA World Cup whether as an official sponsor or simply engaging with the World Cup on social media.

Article

Jack in the Box, the quick-service restaurant chain, is moving into the world of eSports to engage consumers in new ways.

Case Study

Financial services company Visa employed a creative content strategy in Russia to drive relevance and distinction among a younger audience.

Article

MillerCoors, the brewer, is using sponsorship as a means of engaging millennial consumers in powerful ways.

News

ZÜRICH: Visa is keeping the faith with scandal-hit FIFA for the World Cup in Russia but the global payments business will find itself in different sponsorship company to previous tournaments as Chinese businesses make their presence felt.

Opinion

With one judgement the US Supreme Court has transformed the global sports sponsorship market. Misha Sher, Worldwide Vice President, Sport & Entertainment at MediaCom, explains.

Article

Insurance giant AIG partnered with New Zealand’s world champion All Blacks and Black Ferns rugby teams to launch its pro-LGBT diversity campaign in conservative Japan.

Case Study

Lincoln Financial Group, a financial services group, launched a campaign in the US to raise brand awareness among NFL fans.

Case Study

Allied Irish Bank (AIB), a financial services provider, launched a campaign in the UK and Ireland to revitalise its sponsorship of the Gaelic Games (GAA) and redefine its commitment to the sport and its fans.

Article

ING, the dutch bank, used the trusted and empowering relationship it had built with its consumers to break into entertainment marketing in Belgium, using an innovative channel to drive a musical experience.

News

BEIJING: Sport and exercise are taking off in China, driven by a combination of health and social factors, and opening up new opportunities for brands to connect with consumers.

News

LONDON: Success on the track has proved elusive for McLaren, the Formula One team, but that has also forced greater humility and more creativity in its content output, according to its digital director.

Article

McLaren, the F1 constructor, exists somewhere between the realms of a sports team and a media owner, with the demands of finding engagement for its sponsors, whatever happens on the track.

Article

Sports, fitness and wellness marketing is an increasing trend in China.