Home Topics Media channels & touchpoints Sponsorship

Sponsorship

Latest
Most Read

Filter by

Sports sponsorship (525)

Sponsorship effectiveness (446)

Event sponsorship (258)

Media sponsorship (224)

Search in

Case Studies (105)

Articles (237)

Research Papers (55)

News (94)

Opinion (15)

Data (19)

Rankings (0)

Show only

Recommended

(25)

Videos

(39)

Date Range

All
Last year
Last three years
Last five years
Set date range

From

Search within

Search Results Language

Category

Brand

Location

Source

525 results found

Reset Filters

Search in

Case Studies (105)

Articles (237)

Research Papers (55)

News (94)

Opinion (15)

Data (19)

Rankings (0)

Show only

Recommended

(25)

Videos

(39)

Date Range

All
Last year
Last three years
Last five years
Set date range

From

Search within

template

Search Results Language

Industry Sector

template

Brand

template

Location

template

Source

template

525 results found

Sort By

Upping the game (and avoiding an own goal in sports sponsorship)

Opinion • Warwick Cairns, July 2021

In today’s fragmented media world, sport is one of the few truly shared experiences left to us. But unless brands embed a culture of effectiveness, money spent on sports marketing may well be wasted, says Warwick Cairns.

Millennials most engaged with Olympics sponsorship

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), July 2021

An overview of engagement with sports sponsorship among Olympic fans.

Banco Pichincha: The cheering trophy

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Banco Pichincha, a banking brand, 3D printed a one-of-a-kind trophy as part of its sponsorship of the football club Liga de Quito in Ecuador.

Wells Fargo: My other team is Mexico

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Wells Fargo, a financial services company, increased the uptake of affinity cards in the US by launching a social and TV campaign that encouraged the public to support the Mexican National Team in the 2018 FIFA World Cup since the USA didn't qualify.

Trends of the month: Omnichannel, sports sponsorship and ad blocking

Opinion • Rob Clapp, June 2021

This month: the balance of offline and online retail, where sports sponsorship succeeds and the growing popularity of ad blocking.

Are brands wasting money on sport sponsorships? A new look at brand personality, brand equity, and official sponsorship effects

Research Paper • Lane Wakefield, Kirk Wakefield, Kevin Lane Keller, and Anne Rivers, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 192-211

Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects.

Why sponsorship has a central role in delivering women’s sports’ potential

Article • Clare Vigers, WARC Exclusive, May, 2021

UK research from Two Circles on delivering greater impact for brand investment into women’s sport.

Shirt sponsorship delivers the highest level of awareness

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), May 2021

An overview of the types of sports sponsorship that fans notice.

Esports sponsorship to top $600m this year

Data • Rob Clapp, WARC Data Points, April 2021

An overview of global esports revenue between 2019 and 2021.

Vodafone: BenVarım

Case Study • MMA Smarties, Gold, Turkey, 2020

Vodafone, a telecommunications brand, launched the #BenVarım campaign to change perceptions that football is a sport dominated by men and raise awareness for women's football.

TikTok and UEFA enter the stadium: What it means for brands

Article • Anupam Gupta, WARC Exclusive, April, 2021

This article considers the opportunities to engage football fans on TikTok.

Sexy sports: Brands and the untapped potential of e-sports

Article • Mukta Lad, Event Reports, Meltwater APAC Digital Summit, March 2021

Brands should consider investing in esports for its untapped potential, says EVOS Esports’ Allan Phang, and because they will be targeting the next generation of consumers.

How the pandemic is altering sports sponsorship, now, and in future

Article • Jim Andrews, WARC Exclusive, Spotlight US, March 2021

The short-term outlook for sports sponsorship is tepid in the US, providing problems and opportunities.

How influencers help Nationwide and the NFL celebrate players’ charitable efforts

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020

Nationwide, the insurance provider, has tapped the power of influencers to promote its sponsorship of the Walter Payton NFL Man of the Year Award.

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.

Analyzing price premiums in international sponsorship exchange: What drives marketing costs in Formula One racing?

Research Paper • Jonathan A. Jensen, Joe B. Cobbs, Benjamin Albano, and B. David Tyler, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 44-57

With increases in sponsorship expenditures outpacing traditional advertising, return on investment warrants greater scrutiny.

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.

How brand 'personalities' can impact sponsorship ROI

News • 05 February 2021

Sports fans categorise brands as having different “personalities”, and understanding these perceptions can help marketers enhance their sponsorship strategies, according to a study published in the Journal of Advertising Research (JAR) .

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.

Does athletes’ performance influence a sponsor’s stock-market value? Assessing the effects of sponsored athletes who represent Japan in international tournaments

Research Paper • Keiya Mori, Tatsuaki Morino, and Fumiko Takeda, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 426-438

This study examines how sponsored athletes' performance affects a sponsor's stock price in 170 sport events between 1991 and 2017, using Japanese data.

Molenberg: Level the playing field

Case Study • Sian Kitchen, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Premium bread brand Molenberg turned to sponsorship to raise awareness and increase sales in New Zealand, while simultaneously championing gender equality.

Clear: e-Sports Venture

Case Study • Kevin Ty, Tricia Cruz, Kitty Faustino, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Clear, the anti-dandruff shampoo, partnered the South East Asian e-sports games to overtake the previously undisputed market leader in the Philippines.

KFC: Celebrating Victory Together

Case Study • Jessia Zhu, Nicholas Short, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

QSR brand KFC used digital creative to build an exclusive membership for gamers, to tempt eSports fans in China during the League of Legends World Championships.

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.