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.
Article
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Brian Carruthers, Event Reports, Digital Transformation Conference, November 2019
Premier League club Chelsea engages with fans from around the world, many of whom have a totally different relationship with the team than its UK fans – it is now enhancing the way it relates to its 100 million supporters.
News
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27 November 2019
Traditional measurement of sports sponsorship packages indicates an uplift of 30% in commercial effects when fans are aware of the linkage, but this more than doubles when fans can see how their own experience improves.
Case Study
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Patricio Shilton, Ornella Carricarte, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019
Male personal care brand Axe turned to sponsorship to increase awareness and growth in Argentina.
Case Study
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Susie Milburn, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019
Volkswagen-owned auto brand ŠKODA leveraged its cycling heritage and sponsorship of the Tour de France to provoke conversations about gender inequality in the sport.
Case Study
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Apoorva Shetty, Sumeet Parab, Larry Asalim, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019
Ice-cream brand Wall's created a multimedia campaign around its sponsorship of the national team, to drive visibility and sales during the Asian Games in Indonesia.
Opinion
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Alex Burmaster, November 2019
As the dust settles on the 2019 Rugby World Cup, Alex Burmaster of sports marketing platform caytoo picks out his favourite sponsor activations which highlight sponsorship best practice.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Walls, an ice-cream brand, successfully increased market share by launching a real-time programmatic campaign that leveraged the brand's sponsorship of the Indonesian team during the Asian Games.
Article
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Henry Chilcott, Admap, November 2019
Henry Chilcott, Group Marketing Director, McLaren Group gives an exclusive insight into the inner workings of the racing group’s partnership strategy.
News
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22 October 2019
Budweiser, the iconic American beer brand, has doubled down on its involvement with sport, in particular women’s soccer, as a response to the perception of the brewer as a soulless industrial scale brew.
Article
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Geoffrey Precourt, Event Reports, ANA Masters of Marketing Conference, October 2019
Budweiser, the iconic beer, needed to demonstrate that it was more than a mass-produced, generic beer in response to changing habits and preferences among drinkers.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Visa, a financial services company, increased its share of voice during the football World Cup, as its official sponsor, by launching a campaign that saw Zlatan Ibrahimovic return to the tournament.
News
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10 October 2019
The fallout from a tweet by the Houston Rockets basketball team’s general manager Daryl Morey in support of Hong Kong protesters appears to be growing, with potential implications for other foreign brands in China.
News
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02 October 2019
Chinese smartphone brand OPPO has signed a multi-year partnership with video game publisher Riot Games, marking its first significant foray into the gaming and e-sports arena.
Case Study
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ARF Ogilvy Awards, Gold, 2019
Budweiser, a beer brand, distributed noise-activated light-up cups in stadiums across Russia to reach a global audience during the 2018 World Cup.
Article
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Research on WARC, September 2019
2019 saw a particularly cluttered sporting summer in the UK: seven major events, including three World Cups, made it much harder for rights holders and sponsors to cut through and achieve a decent share of the sporting voice.
Opinion
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Alex Burmaster, September 2019
With the Rugby World Cup about to kick off in Japan, Alex Burmaster of sports marketing platform caytoo crunches the numbers around sponsors and media coverage .
Case Study
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Jayati Majumder, Aneesh Jaisinghani, WARC Prize for Asian Strategy, Entrant, 2019
Sportswear brand adidas ran an emotional campaign to build brand equity in India.
Research Paper
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Pedro Almeida and Nuno Miranda, ESOMAR, Congress, 2019
MindProber, an automated consumer neuroscience company, and Eleven Sports, a leading European sports OTT broadcaster, monitored the reactions of a panel of hundreds of fans of the UEFA Champions League games, allowing the broadcaster to improve product optimization and commercial efficacy.
Opinion
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Philip Slade, August 2019
Paddy Power revealed that its sash across the Huddersfield Town kit was a prank. Jaywing's Philip Slade asks whether the prank had the intended effect. For years, football shirt sponsorship has been big business.
News
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24 July 2019
Budweiser, the US beer brand, is again extending its involvement in football – entering a two-year global sponsorship agreement with England’s Premier League and Spain’s La Liga.
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 ...
