Sponsorship

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What we know about marketing at major sporting events

Article • 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.

What’s working in sponsorship

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in sponsorship.

What we know about sponsorship effectiveness

Article • WARC Best Practice, July 2018

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

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.

Football considers VAR ad opportunities

News • 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.

KPMG Driving the Next Generation of Women Leaders

Case Study • 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.

Rights-holders miss out on true value of sports sponsorship

News • 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by 4% to reach £35bn this year, but rights-holders are missing out on potential revenue of an extra £14bn because of outdated rights packaging, a new report has found.

Indian sports sponsorship grew by 12% in 2018

News • 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.

Tapping e-sports sponsorship opportunities

News • 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.

Pay to play: The e-sports opportunity for sponsors

Article • 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.

Advertisers expect cricket windfall in 2019

News • 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.

It’s time to unlock the cross-channel value of sports sponsorship

Opinion • Sam Grimley, February 2019

For years, brands have struggled to accurately calculate the exposure and value they get from their sports sponsorship investments.

KFC is clear winner of Big Bash sponsorship

News • 13 February 2019

Fast-food giant KFC has emerged as the standout sponsorship winner of Australia’s Big Bash League (BBL), new research finds.

Li Ning has big plans for India

News • 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.

Australian alcohol brands in the spotlight again

News • 15 January 2019

There is renewed pressure on the alcohol advertising industry as a study finds alcohol ads encourage young Australians to engage in risky drinking.

Team Sky leaves 'sponsorship template'

News • 13 December 2018

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.

Axe: Cybersport

Case Study • Natalia Kudryavtseva, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

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

Soccer help Copa Airlines take flight

News • 05 December 2018

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

Courtyard by Marriott: Where winners feel at home

Case Study • Stuart Wareman, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

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.

Dacia: The Auction

Case Study • Viviana Sampugnaro, WARC Media Awards, Silver and Successful Sponsorship Special Award, Effective Use of Partnerships and Sponsorships, 2018

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.

How sponsorship, word of mouth, and event marketing delivered brand love to Panama’s national airline

Article • Geoffrey Precourt, Event Reports, Festival of media LATAM, October 2018

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

Lacoste: life as a sport and fashion brand

Article • Matthew Carlton, Event Reports, Leaders Sport Business Summit, October 2018

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.

How City Group and Wimbledon are building a global footprint

Article • Matthew Carlton, Event Reports, Leaders Sport Business Summit, October 2018

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

Soccer makes its mark among Indian brands

News • 31 October 2018

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.

A game changer: How Heineken reinvented its champions league communications

Case Study • Ed Booty, James Moore and Kate Hinz, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

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.

What we know about marketing at major sporting events

Article • 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.
Media Strategy Report 2019: Insights from the WARC Media Awards

Article • WARC Exclusive, March 2019

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
Global Ad Trends: Sponsorship

Data • James McDonald & Rob Clapp, WARC Data, September 2018

This report summarises the latest research from WARC's Data platform, with a focus on sponsorship.
What we know about sponsorship effectiveness

Article • WARC Best Practice, July 2018

Examines how brands can build awareness and increase loyalty through effective sponsorship.
Media Strategy Report 2018: Insights from the WARC Media Awards

Article • WARC Exclusive, April 2018

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
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.