LONDON: Brands that tailor their creative to tap into national sentiments during the World Cup can “ride the emotional wave” and generate significantly higher levels of consumer engagement – as long as the team is winning.
Matthew Hearn, Research on WARC, July 2018
Research by Ipsos shows that brands and advertising can profit from highly emotional events like the World Cup by creating strong links to the event, proving that context can make a big difference to the emotional response to advertising.
MADRID: Telefonica, the Spanish telco, has beaten media conglomerate Mediapro to win the broadcast rights to La Liga, the top tier of Spanish football, reflecting the growing ambition and power of telcos.
ZÜRICH: Visa is keeping the faith with scandal-hit FIFA for the World Cup in Russia but the global payments business will find itself in different sponsorship company to previous tournaments as Chinese businesses make their presence felt.
MIXX Awards, Gold, Campaign Effectiveness, 2018
Special Olympics, the world's largest sports organization for children and adults with intellectual disabilities, launched its Dare to Play campaign in Belgium to promote the inclusion of disabled athletes into training and matches.
LONDON: Traditional voices of authority are beginning to fall away, as the modern football fan is connected to a wider array of fan-curated and fan-created perspectives on the game, but don’t yet discount the live game, a new report suggests.
NEW YORK/LONDON: Not many people have heard of London-based DAZN, a live sports streaming service, but after its groundbreaking $1bn deal with Matchroom Boxing to broadcast bouts in the US, the company has serious plans to expand in the country and ...
MUMBAI: Sports tourism, already a big business in developed markets, is starting to make inroads with Indian sports fans who are looking beyond cricket when they travel overseas to attend a sporting event.
LONDON: Success on the track has proved elusive for McLaren, the Formula One team, but that has also forced greater humility and more creativity in its content output, according to its digital director.
BENGALURU: Sport has become an important marketing tool in India but many Indians don’t do any physical activity at all never mind play sport, according to a new survey that highlights the time people choose to spend on social media and ...
Farid Jeeawody, Admap, May 2018, pp. 25-27
During the 40 years Bernie Ecclestone ran the sport, Formula 1 was defined by money, with fans treated as a side issue, resulting in falling global TV audiences and an especially lacklustre performance in the US market.
Some of the biggest sporting events in the world are losing traditional TV viewers. Ahead of this summer’s World Cup, brands are having to think differently when it comes to sports marketing, says Joe Weston, Director of We Are Social Sport.
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.
Cannes Creative Lions, Grand Prix, Creative Effectiveness Lions, 2017
This case study shows how the Art Institute of Chicago (AIC), a museum in the US, successfully launched its new exhibition and increased brand awareness by inviting people to step into a life-size replica of a painting.