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Article

Red Bull, the global drinks brand, undertook a behavioural study to uncover a need-state based segmentation of its audience in order to aid retail partners.

Article

Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.

Research Paper

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

News

Sky’s decision to end its ownership and sponsorship of cycle road-racing’s Team Sky after the 2019 season opens a major new opportunity for a brand with deep pockets.

Case Study

Car brand Dacia used old football shirts donated by fans and worn during the Serie A match between Udinese and Lazio to communicate its 'Much more than you expect' strategy in Italy.

News

Copa Airlines, Panama’s national airline, effectively leveraged its connection with soccer in order to build more powerful bonds with consumers.

Case Study

Deodorant brand Axe used a cybersports sponsorship to connect with young men in Russia and increase market share.

Case Study

Hotel group Marriott created a partnership with football club Bayern Munich, in order to rebrand its Courtyard offering and boost loyalty and sales in Germany.

Article

Copa Airlines, Panama’s national air carrier, built consumer engagement through its connection with the country’s soccer team.

Article

Fashion brand Lacoste is intimately bound up with sports, tennis and golf in particular, reflecting the background of its founder, but its marketing approach to these sports differs.

Article

Major sporting brands are looking to extend their reach beyond existing markets, a trend that involves developing digital and content-producing capabilities.

News

There may be some way to go before any sport can even come close to India’s love of cricket, but soccer is starting to attract brands’ attention as its popularity grows in the country.

Case Study

Lidl, a value supermarket, confronted the negative attitudes that prevailed around women in sport, which led to it becoming the most recalled sports sponsor in Ireland.

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.

Case Study

32Red, a multi-product gambling business, was able to grow its business and achieve its targets by improving the efficacy of its TV and search channels.

Case Study

IBM, a multinational information technology company, increased awareness of its Watson technology in the UK by launching an AI tennis pundit at Wimbledon.

Opinion

Jay-Z’s record label-turned-sports agency, Roc Nation, has been growing its marketing offer with a range of high-profile athletes.

News

Unilever brands are using sports sponsorships – including in Formula One and football – to connect with fans on things that mean the most to them.

Case Study

Aer Lingus, Ireland's flag carrier airline, made a big impact on Ireland's rugby team in its extensive campaign, which showed its support and gave the airline an ROI of €16.

Article

Roc Nation, the label turned agency founded by the rapper and businessman Jay-Z, is pivoting to Europe and to signing up footballers to aid its brand proposition.

Case Study

Lidl, a value supermarket, confronted the negative attitudes that prevailed around women in sport, which led to it becoming the most recalled sports sponsor in Ireland.

News

Interest in the Ryder Cup, which begins in earnest today, extends beyond golf fans, while a restructuring of commercial activity means more brands than ever are becoming involved.

Article

Unilever brands are using sports sponsorships – including Formula One and football – to connect with fans on things that mean the most to them.

News

Brands seeking to enter the eSports space can draw on thinking from more traditional sports sponsorships as a useful guide to elements of their strategy.

Article

The National Association for Stock Car Auto Racing (NASCAR), the racing series, has built fan engagement in a variety of innovative ways.