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What we know about sponsorship effectiveness

Article • WARC Best Practice, February 2021

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

Sponsorship adopts performance marketing metrics

News • 11 February 2021

The pandemic is reinventing sponsorship as a performance-marketing channel, with sponsors measuring success through business outcomes rather than brand-building metrics.

What's working in sponsorship and partnerships

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in sponsorship and partnerships.

Five ways sponsorship will change in 2021 and beyond

Article • Alex Burmaster, WARC Exclusive, February, 2021

This article explores the possible long-term legacy of COVID-19 on sponsorship marketing.

Level: Fly with Pride – An authentic prosocial travel campaign for Barcelona Pride

Case Study • DMA (UK), Bronze, 2020

Level, an airline company, increased brand awareness by launching an influencer and social campaign that highlighted its inclusive and modern approach to travel.

L'OR: Big Coffee Day

Case Study • Louise Løbner Malmborg, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Coffee brand L'OR partnered cinema chain Nordisk Film Biografer to drive awareness and sales of its Nespresso-compatible capsules in Denmark via a scented cinema ad and on- and offline activities.

How sponsorship marketing can rediscover its stride in 2021

Opinion • Alex Brownsell, November 2020

Advertisers like Procter & Gamble and Visa have adapted their approach to sponsorship to meet post-pandemic consumer needs, writes WARC’s Alex Brownsell.

FWD Life Insurance Company (Bermuda) Limited: FWD North Pole Marathon 2019

Case Study • SABRE Awards, APAC, Sponsorship, Gold, 2020

FWD, a life insurance brand, sponsored the North Pole Marathon 2019 and recruited runners in Hong Kong.

Consumers least comfortable going to bars, clubs, sports events or concerts

Data • Rob Clapp, WARC Data Points, August 2020

An overview of consumers' level of comfort with going to different public places.

Lockdown gives boost to Twitch and brand investment in e-sports

Data • James McDonald, WARC Data Points, July 2020

A summary of WARC's latest Global Advertising Trends research into e-sports and gaming.

Darling X LFW19

Case Study • SABRE Awards, Gold, Africa, 2020

Darling, a hair extensions brand, promoted its brand in Nigeria by becoming an official partner of Lagos Fashion Week.

BMW: Road to Coachella

Case Study • AME Awards, Bronze, 2020

BMW, a car manufacturer, launched the Road to Coachella campaign in the US to successfully showcase its partnership with the Coachella festival.

Insights from the IMC European Awards

Opinion • Chiara Manco, May 2020

WARC’s Chiara Manco analyses three themes that emerged from the winners of the 2019 IMC European Awards.

Star Sports: Winning over regional markets for football

Case Study • Ranjit Mittra, Subhamoy Das, Preeti Mascarenhas, WARC Awards, Entrant, Effective Content Strategy, 2020

Indian Super League (ISL) increased viewer figures for ISL football matches across three southern states (Tamil Nadu, Kerala and Karnataka) and boosted league teams' fanbase.

US sponsorship sector savaged by COVID-19 pandemic

News • 22 April 2020

Sponsorship deals worth over $10 billion will be hit by the COVD-19 epidemic, some 38% of the $26 billion committed to sports and entertainment events in the US in 2020, according to a new report from IEG, the sponsorship valuation company.

44% of Americans will attend fewer events when COVID-19 ends

Data • Rob Clapp, WARC Data Points, April 2020

An overview of expected consumer attendance of large public events in the United States after the novel coronavirus (COVID-19) outbreak ends.

COVID-19: How sponsors should handle the turbulence upending the 2020 sports calendar

Opinion • Alex Burmaster, March 2020

As sports competitions around the world are suspended, Alex Burmaster, co-founder of sports marketing platform caytoo, offers advice for how brands can salvage their investments in sponsorship programmes.

Sponsorship in transition: The outlook for 2020

Article • Jim Andrews, Admap, February 2020

A summary of key trends in the North American sponsorship market.

mytaxi: jazz cab

Case Study • IMC Awards (European), Grand Prix, 2019

Mytaxi, a taxi service, increased passenger numbers and brand growth in Ireland by launching a live jazz piece at the Cork Jazz Festival based on GPS data from its taxis.

adidas: MAP YOUR RUN

Case Study • IMC Awards (European), Silver, Sponsorship and Small Budget Campaign, 2019

Adidas, a sportswear brand, promoted its sponsorship of the Prague Half Marathon by launching an app for supporters to track where their runners are during the event.

Co-op x Live Nation UK: Festival Partnership Programme

Case Study • Beryl Crofton-Atkins, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Co-op, the food retailer, partnered Live Nation to connect with a younger audience by creating convenient pop-up supermarkets at six leading music festivals in the UK.

Carlsberg Danish Quarter x Live Nation UK: Festival Programme

Case Study • Beryl Crofton-Atkins, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2019

Carlsberg, the beer brand, launched Danish Pilsner to music fans in the UK through a number of brand activations at six major summer music festivals.

Volkswagen: Bye Bye Beetle

Case Study • Eliza Poor, Jordan Heathfield, Delinda Pu, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Volkswagen announced it would be retiring its much-loved VW Beetle, so it launched a farewell event in China to give the Bug one last sales push.

Smirnoff x Live Nation UK: Sustainable waterfall and bar festival activations

Case Study • Beryl Crofton-Atkins, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Smirnoff, the vodka brand, promoted its Infusions drink to socially-aware consumers by partnering with Live Nation to run sustainable activations at summer music festivals across the UK.

Aquafina: Aquafina Vietnam International Fashion Week

Case Study • Anh Vu, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Bottled water brand Aquafina elevated brand awareness in Vietnam through sponsorship of a leading Vietnamese fashion platform.

What we know about sponsorship effectiveness

Article • WARC Best Practice, February 2021

Examines how brands can build awareness and increase equity through effective sponsorship.
What we know about marketing at major sporting events

Article • WARC Best Practice, March 2021

The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.
What's working in sponsorship and partnerships

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in sponsorship and partnerships.
How to plan an effective sports sponsorship strategy

Article • Neil Hopkins, WARC Best Practice, March 2018

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.
Five ways sponsorship will change in 2021 and beyond

Article • Alex Burmaster, WARC Exclusive, February, 2021

This article explores the possible long-term legacy of COVID-19 on sponsorship marketing.
Creating a sports sponsorship framework: Admap summary deck

Article • Admap Magazine, February 2020

A summary of new thinking and best practice on creating a sports sponsorship framework from Admap.