Article
•
WARC Best Practice, February 2020
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
•
WARC Best Practice, February 2020
Examines how brands can build awareness and increase equity through effective sponsorship.
Article
•
WARC Category Intelligence, February 2020
Global strategies, campaign updates and trends in sponsorship.
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.
Article
•
Stephen Whiteside, WARC Exclusive, September 2020
Visa, the payments company, has developed a three-pronged strategy that informs how it is contributing to addressing racial injustice in the US.
Research Paper
•
Jonathan A. Jensen, Joe B. Cobbs, Benjamin Albano, and B. David Tyler, Journal of Advertising Research, Digital First, August 2020
With increases in sponsorship expenditures outpacing traditional advertising, return on investment warrants greater scrutiny.
News
•
13/08/2020
The decision of two of the biggest conferences in college sports to cancel their fall seasons, ostensibly on health grounds, is yet another blow to sportswear giants struggling to manage the lack of live sporting occasions.
News
•
06/08/2020
The finances of next month’s India Premier League have been disrupted as title sponsor Vivo has agreed with the Board of Control for Cricket in India to take a pass on this year’s event in view of the anti-China sentiment in the country.
News
•
04/08/2020
The India Premier League (IPL) is heading overseas for a third time, leaving behind some disgruntled fans thanks to a decision to stick with its current sponsors.
News
•
09/06/2020
COVID-19 has forced Bose, the consumer electronics brand, to turn to addressable media and livestreaming as a way of maintaining consumer engagement in the light of changing behaviour – and it is developing new “muscle memory” as a result.
Case Study
•
Case Studies on WARC, 2019
Car brand Jeep refreshed its sponsorship of the Winter X Games in Aspen, Colorado, through an immersive experience that increased leads for its Wrangler vehicles.
Article
•
Alex Brownsell, Event Reports, Future of Media webinar, May 2020
Bose is anticipating a permanent change to campaign creation and distribution as a result of the COVID-19 pandemic.
Case Study
•
SABRE Awards, Gold, North America, 2020
Budweiser, a beer brand, encouraged more sponsors and viewership of the National Women's Soccer League in the US through an online film and print ads to make fans feel guilty for not supporting such a successful team.
Case Study
•
AME Awards, Gold, 2020
Guinness, an alcoholic beverage brand, encouraged people to drink in moderation in the UK by rebranding ordinary water as a Guinness drink.
News
•
19/05/2020
More of an economic necessity than a clear triumph for public morale, or for the country’s management of the virus, Germany’s top two leagues are back playing in front of ghostly stadiums – but will football in the social-distance era be worth it? ...
Opinion
•
James Anderson, April 2020
The sponsorship industry is largely stuck in limbo. James Anderson, Business Director at Publicis Sport & Entertainment, shares some tips for brands and rights holders.
Case Study
•
Tatiana Moizo, Carolina Sarlo, Patricio Shilton, Vanesa García, Ornella Carricarte, WARC Awards, Entrant, Effective Social Strategy, 2020
Male personal care brand Axe turned to sponsorship to increase awareness and growth in Argentina.
News
•
23/04/2020
Sponsorship deals worth over $10 billion will be hit by the COVD-19 epidemic, some 38% of the $26 billion committed to sports and entertainment events in the US in 2020, according to a new report from IEG, the sponsorship valuation company.
Case Study
•
Jenny Hanghal, Katy Guan, WARC Awards, Shortlisted, Effective Innovation, 2020
Chocolate snack M&M's targeted e-sports fans in China with an interactive campaign to increase penetration and sales among 18- to 34-year-olds.
News
•
26/03/2020
Broadcasters and sponsors have publicly backed the decision to postpone the Olympic Games to next year because of the COVID-19 outbreak – they could hardly do otherwise in the circumstances – but behind the scenes all parties will be in deep ...
Article
•
MediaSense, WARC Exclusive, March 2020
An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
Opinion
•
Alex Burmaster, March 2020
As sports competitions around the world are suspended, Alex Burmaster, co-founder of sports marketing platform caytoo, offers advice for how brands can salvage their investments in sponsorship programmes.
News
•
13/03/2020
Overall growth of sports sponsorship in India jumped 17% in 2019, taking the value of the market past the Rs 9,000 crore mark for the first time, a new report has revealed.
News
•
26/02/2020
German sportswear giant Puma says its association with Indian cricket star Virat Kohli led to 10% of its sales in that country in 2019, as it reported an overall 23% in revenue growth.
News
•
25/02/2020
As a resurgent France tops the Six Nations table, rugby fans and sponsors could be looking at a different competition set-up in future as CVC Capital Partners is reported to be on the verge of taking a 14% share in the tournament.
