Article
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WARC Best Practice, February 2020
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.
Article
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WARC Best Practice, February 2020
Examines how brands can build awareness and increase equity through effective sponsorship.
Article
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WARC Category Intelligence, February 2020
Global strategies, campaign updates and trends in sponsorship.
Article
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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.
Research Paper
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Jonathan A. Jensen, Joe B. Cobbs, Benjamin Albano, and B. David Tyler, Journal of Advertising Research, Digital First, August 2020
With increases in sponsorship expenditures outpacing traditional advertising, return on investment warrants greater scrutiny.
News
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24/06/2020
Dairy products brand Amul doubled its marketing spend across media during the lockdown in India and is now reporting gains over rivals in sales, brand building and top of the mind recall with consumers.
Case Study
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SABRE Awards, Gold, Africa, 2020
Darling, a hair extensions brand, promoted its brand in Nigeria by becoming an official partner of Lagos Fashion Week.
Case Study
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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.
Case Study
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Trac Tran, WARC Awards, Entrant, Effective Social Strategy, 2020
Bottled water brand Aquafina elevated brand awareness in Vietnam through sponsorship of a leading Vietnamese fashion platform.
Case Study
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Ellie Gogan-Tilstone, Matt Mullen, Annabelle Butler, WARC Awards, Bronze, Effective Content Strategy, 2020
Real-estate brand Century 21 used a content partnership with sports channel ESPN to recreate itself with a 'relentless' brand positioning, leading to business growth in a declining US market.
Case Study
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Ellie Gogan-Tilstone, Kate Thuma, Annabelle Butler, WARC Awards, Gold and Long-Term Idea Award, Effective Content Strategy, 2020
Asset management firm Nuveen joined with publisher Forbes to re-rank its Forbes 400 list of billionaires to reclaim its leadership in the responsible investing space in the US.
News
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19/02/2020
Barclays, the British financial services company, was for 15 years the title sponsor of the top flight of English football – a new model for measuring its sponsorship investments has allowed it to adapt strategically and anticipate the effects of ...
Article
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Tom Goodchild, WARC Webinars, February 2020
Tom Goodchild, director of effectiveness at Fuse, shares best practice for marketers seeking to understand both the short- and long-term impact of their sponsorship activities.
Article
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Sam Peña-Taylor, Event Reports, MRS Sports and Gaming Conference, February 2020
British financial services firm Barclays has built a framework for evaluating sponsorships capable of evolving over time that uses clear inputs to understand each investment’s business impact.
News
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07/02/2020
As brands grapple with the effects of short-termism in marketing, sports sponsorship can perform a dual purpose, delivering both immediate outcomes and longer-term results by placing brands at the intersection between consumers and the things they ...
Opinion
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Alex Brownsell, February 2020
Sponsorship is a vital channel for marketers, but for too long measurement has remained a mystery. This month's edition of Admap explains how brands can achieve sponsorship effectiveness.
News
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03/02/2020
With some $65bn being spent on sports sponsorship globally each year, brands need to get smarter about how they measure returns and look beyond simple outputs such as media ROI, engagement and sponsorship awareness.
Article
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Admap, February 2020
A summary of new thinking and best practice on creating a sports sponsorship framework from Admap.
Article
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Jim Andrews, Admap, February 2020
A summary of key trends in the North American sponsorship market.
Article
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Alex Burmaster, Admap, February 2020
A seven-step guide to sponsorship best practice for marketers looking to ensure they maximise ROI.
Article
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Neil Hopkins, Admap, February 2020
As the cost of activation increases, brands should apply a creative lens to sponsorship programmes.
Article
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Professor Tony Meenaghan, Jill Downey and Jamie Macken, Admap, February 2020
Examining how brands can stand out in a cluttered sponsorship property.
Article
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Maren Seitz, Admap, February 2020
Four success factors for sponsorship effectiveness.
Case Study
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Integrated Marketing Communications Council Europe, 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.
Case Study
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Integrated Marketing Communications Council Europe, 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.
