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Auto, tech and telco brands are most appropriate sport sponsors

Data • Rob Clapp, WARC Data Points (Curated), January 2022

An overview of which industries are most appropriate to sponsor professional sports.

Clear: From battle to bottle – esports breakthrough

Case Study • MMA Smarties, APAC, Silver, 2021

Clear, a hair care brand, launched a campaign in China to increase brand awareness among men and reach its young male target audience using King Pro League (KPL).

Clear: From battle to bottle – Clear China's eSports breakthrough

Case Study • MMA Smarties, Silver, X (Global), 2021

Clear, a male shampoo brand, launched a campaign in China to increase brand awareness amongst young men, increase recruitment of a young male target audience and drive e-commerce sales growth.

Clear: From battle to bottle – Clear China's esports breakthrough

Case Study • John Dawson, Nicholas Short, WARC Media Awards, Shortlisted, Effective Use of Tech, 2021

Clear, a male anti-dandruff shampoo brand, infiltrated e-sports culture to reach its target audience of young Chinese men and drive sales.

TikTok: TikTok x Euros 2020 – Where fans play

Case Study • Marc Whittle, Ella Keita, Maria Luisa Galang, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2021

TikTok, a video-sharing social media service, launched a European campaign to increase app usage among males aged 18+.

Pepsi and Pepsi MAX: Music Keeps Us Fizzing

Case Study • Luke Hyland, WARC Media Awards, Bronze + Successful Sponsorship Award, Effective Use of Partnerships and Sponsorships, 2021

Pepsi, a carbonated drinks brand, launched a six-week global campaign to drive fan engagement and build brand love by leveraging its role as one of the biggest sponsors of football.

Marriott: The Split Sponsorship

Case Study • WARC Cases, November 2021

Marriott, a hotel brand, increased enrolment for its Bonvoy travel program in Hong Kong by using a rugby legend as its spokesperson and its sponsorship of rugby team the Kong Kong Sevens to produce a video campaign.

Gaming and esports in Vietnam: A new arena for brands

Article • Vero, Research on WARC, November 2021

Along with the rapid growth of the esports industry, we are witnessing a significant increase in gaming content creators.

Japan Airlines’ Akira Mitsumasu: Marcomms will play a critical role in bringing confidence back to travel

Opinion • Gabey Goh, October 2021

As a brand in one of the hardest COVID-hit sectors, Japan Airlines (JAL) has remained steadfast during this ongoing turbulence. Akira Mitsumasu, VP - Global Marketing of JAL, speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2022 about how the airline is focused on its mission of helping people fly again and telling stories of rising above challenges. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .

Maxis: The secret to Maxis gaming

Case Study • Nabil Fauzy, Tai Kam Leong, Emir Shafri, Benjamin Woo, Eelyn Ng, WARC Awards for Asian Strategy, 2021

Malaysian telco Maxis created and supported an all-Malaysian esports team in order to grow mobile network usage, revenue from direct-carrier billing and brand preference among youth gamers.

Clear: From Battle to Bottle – Clear China's eSports breakthrough

Case Study • John Dawson, Nicholas Short, WARC Awards for Asian Strategy, 2021

Clear, the shampoo for men, integrated into the culture of eSports with its Battle Rankings campaign to connect with young men in China.

How brands should (and should not) get involved in mobile esports

Article • Kevin Rosenblatt, WARC Best Practice, September 2021

Advice on how advertisers can capitalise on the mobile esports opportunity.

KFC: The growth of Colonel KI

Case Study • Nicholas Short, Liu Yi, Stanley Tao, WARC Awards for Asian Strategy, Bronze, 2021

Fast-food brand, KFC, transformed itself from a sponsor into an organic stakeholder in the eSports world with its Colonel KI campaign in China.

Rewriting the rules in sports sponsorship

Article • Claire Capper, WARC Exclusive, September 2021

New performance-driven sponsorship models for the post-pandemic era.

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.

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.

Mastercard: Kit Beats

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Mastercard, a financial services corporation, launched a campaign in Spain so that parents could experience their children's excitement when they met football players during the UEFA Champions League.

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.

Visa: Brand role and sponsorship, reimagined

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Payments provider, Visa, reimagined its Olympic and Paralympic sponsorship plans to secure its status as the leading cashless brand in a cash-dominant market in Japan.

Clear: Partnering Facebook Gaming

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Anti-dandruff shampoo, Clear, grew sales in the Philippines with an esports partnership.

Visa: Brand role and sponsorship, reimagined

Case Study • Effectiveness Ladder Campaign, Entrant, Collaboration & Culture, 2021

Payments provider, Visa, reimagined its Olympic and Paralympic sponsorship plans to secure its status as the leading cashless brand in a cash-dominant market in Japan.

5 Gum: Uprgade your five senses

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Chewing gum brand, Five, aligned itself with gaming to boost awareness among young people for its launch into China.

KFC: esport's COVID Hero

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Fast-food brand, KFC, gained the love and respect of eSports fans in China with its sponsorship of the League of Legend's Premier League tournament.

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.
The WARC Guide to brands and the creator economy

Article • WARC Best Practice, October 2021

A summary of new thinking and best practice on brands and the creator economy.
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.
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.