Article
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WARC Best Practice, July 2019
Examines how brands can build awareness and increase loyalty through effective sponsorship.
Article
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WARC Best Practice, April, 2019
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 Category Intelligence, January 2019
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.
News
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09 July 2019
The 2019 FIFA Women’s World Cup may have lacked a beer sponsor, but following the success of the US national team Budweiser is extending its support for women’s soccer by stepping into that role with the National Women’s Soccer ...
Opinion
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Graham Page, July 2019
Brands are missing an opportunity to appeal to a wider audience as ads fail to capture the joy of watching sport or connect stories to the brand, despite their powerful and inspirational messaging, argues Kantar’s Graham Page.
News
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17 June 2019
OPPO, the Chinese smartphone maker, sees Europe as essential to its global expansion ambitions and is leveraging sports sponsorship – including the current Cricket World Cup – as a central part of that aim.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Toyota, the automotive brand, launched a global brand building campaign during the Olympic and Paralympic Games by creating a campaign that didn't feature any cars.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Samsung, the electronics company, increased its awareness in the Netherlands by sponsoring Dutch Skaters during the Winter Olympics.
Case Study
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Marketing Society UK, The Brave Awards, Winner, Brand Communication B2B, 2019
Dimension Data, the information technology company, brought technical solutions to the Tour De France, which helped to communicate the company’s innovation capabilities and contributed to its USD526m sales pipeline.
News
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03 June 2019
In a summer of league finals and World Cups in multiple sports, a handful of blue-moon moments are arriving all at once.
Article
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Alex Charkham, WARC Exclusive, May 2019
With research revealing that most people people dislike or are indifferent to advertising, sponsors of sporting events need to think carefully about playing a useful role in the fan experience.
News
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09 May 2019
The video assistant referee (VAR) is becoming standard since being introduced at last year’s FIFA World Cup last year, and now football associations are exploring how they might make some extra cash off these new breaks in the game.
Case Study
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SABRE Awards, North America, Professional Service Firms, Gold, 2019
KPMG, a professional service company and auditor, launched initiatives to get more women into c-suite positions, using its sponsorship of the LPGA golf tournament.
News
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03 May 2019
Global brand spend on sports sponsorship is expected to increase by 4% to reach £35bn this year, but rights-holders are missing out on potential revenue of an extra £14bn because of outdated rights packaging, a new report has found.
Case Study
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Apoorva Shetty, Ghurron Muhajjalin, WARC Awards, Entrant, Effective Content Strategy, 2019
Ice cream brand Wall's used social media, programmatic ads and TV to connect with people in Indonesia during the Asian Games.
Case Study
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Priyanka Borah, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019
Transportation network brand Uber partnered the ICC Women's T20 Cricket World Cup in India for a social media campaign to promote equality and build brand awareness.
Case Study
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Diana Lopes, Rob Sellars, WARC Awards, Entrant, Effective Social Strategy, 2019
Payments technology brand Visa used the power of footballer Zlatan Ibrahimović and social media to engage audiences during the FIFA World Cup 2018.
News
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08 April 2019
Sports sponsorship in India increased 12% in 2018 while advertising on sports grew to Rs. 7,762 crores (US$1.14bn), up from Rs.
News
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26 March 2019
There are many similarities with traditional sports when it comes to sponsoring e-sports but marketers also need to understand the significant differences in this fast-growing market, an industry figure advises.
Article
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Sam Grimley, WARC Best Practice, March 2019
Addresses the opportunity of e-sports for brand sponsors and advises on how to best utilise the sector's unique attributes.
News
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01 March 2019
Cricket is expected to provide a bonanza for advertisers in India this year, as fans tune in to big ticket domestic and global tournaments, but the flipside for broadcasters is that they may not be able to secure the highest ad rates.
Opinion
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Sam Grimley, February 2019
For years, brands have struggled to accurately calculate the exposure and value they get from their sports sponsorship investments.
News
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13 February 2019
Fast-food giant KFC has emerged as the standout sponsorship winner of Australia’s Big Bash League (BBL), new research finds.
News
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06 February 2019
Li Ning, the Chinese sportswear and equipment brand, is setting records in India for non-cricket sports sponsorship, with top badminton players Kidambi Srikanth and PV Sindhu having picked up major endorsement deals recently.
