Advertising best practice, evidence and insights

Opinion • Kate Waters and Jon Evans, February 2020

ITV and System1 are staging a contest offering brands the chance to win a free ad slot during the upcoming Euro 2020 football tournament.

Kantar: Twitch users’ three key attributes

Article • Sam Peña-Taylor, Event Reports, MRS Sports and Gaming Conference, February 2020

Twitch, the Amazon-owned streaming platform, has a dedicated and quite different user base from any other – new Kantar research explores the profile of this group.

Trend Snapshot: The future of sports media

Article • Alex Brownsell, WARC Trends, February 2020

Explores the evolution of sports media from a linear broadcast-dominated landscape to one characterised by mobile content consumption and addressable advertising.

What the 2020 Super Bowl ads tell us about creative effectiveness

Article • Catharine P. Taylor, Event Reports, FeelMore50, February 2020

System1, the international research firm, analyzed all the commercials from the 2020 Super Bowl to understand the main drivers of emotional response and, in turn, creative effectiveness.

Inside the NHL’s social media and digital content power play

Article • Stephen Whiteside, Event Reports, CES, January 2020

The National Hockey League (NHL) is using a range of digital technologies as it seeks to augment the fan experience in various ways.

Women's sport sponsorship is more than a media buy

News • 06 February 2020

Women’s sport offers particular opportunities for brands, being typically less cluttered and cheaper to sponsor than its male equivalent, but potential sponsors need to tread carefully, an industry specialist advises.

Why sport is a crucial marketing channel in China

News • 05 February 2020

Sport offers a unique opportunity for brands aiming to connect with Chinese consumers as the country’s leaders aim to create a domestic sports industry worth $850bn over the next five years and achieve cultural relevance on the global stage.

Creating a sports sponsorship framework

Opinion • Alex Brownsell, February 2020

Sponsorship is a vital channel for marketers, but for too long measurement has remained a mystery. This month's edition of Admap explains how brands can achieve sponsorship effectiveness.

Sports partnerships and the continuing power of live

Article • David Shore, Admap, February 2020

Four ways in which a brand can activate a sports sponsorship through paid media.

Developing an e-sports sponsorship framework in Asia

Article • Jian Ming Lee, Admap, February 2020

A five-step guide for brands considering entering into an e-sports sponsorship in Asia.

Why football can help brands to connect with consumers in South East Asia

Article • Marcus Luer, Admap, February 2020

A guide to the ASEAN region’s football sponsorship market.

Tokyo 2020 Olympics: What US brands need to know

Opinion • Jeremy Carey, January 2020

Sponsors have a chance to connect with a broad audience during Tokyo 2020, but that opportunity will be wasted if campaigns fail to achieve ‘staying power’ beyond the two weeks of competition.

Women’s sport: From niche to mainstream

Article • Misha Sher, Admap, February 2020

A guide for brands exploring the growing potential of women’s sport as a platform for sponsorship.

Creating a sports sponsorship framework: Admap summary deck

Article • Admap, February 2020

A summary of new thinking and best practice on creating a sports sponsorship framework from Admap.

Kicking goals and the rise of the digital athlete: A new decade in China’s sports marketing

Article • Ajay Jilka, Admap, February 2020

An overview of China’s sports sponsorship landscape, the impact of the Beijing 2008 Olympic Games, and the rise of the e-sports ‘digital athlete’.

Tech & Media Trends 2020

Article • Dan Calladine, WARC Webinars, January 2020

Dan Calladine, head of media futures at Carat, discusses the recently released annual report highlighting ten consumer, media and technology trends for 2020 – and their implications for brands.

Global Ad Trends: Tokyo Olympics drives sports sponsorship new record

News • 28 January 2020

Advertiser spend on sports sponsorship is expected to rise 5% this year to reach more than $48bn worldwide – the strongest growth in a decade and ahead of growth projections for all traditional media, according to a new study from WARC.

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, Digital First, January 2020

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

Carat's ten trends for 2020: The year of all-conquering ecosystems

Article • Dan Calladine, WARC Exclusive, January 2020

Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.

996 culture drives China’s night-time economy

News • 06 January 2020

Long working hours – the so-called 996 schedule of working from 9am to 9pm six days a week – are leading to urban Chinese sleeping less and spending more time online later in the evening.

What we know about Super Bowl advertising

Article • WARC Best Practice, December 2019

The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.

After Dark: Opportunities for brands in China's night economy

Article • Research on WARC, December 2019

Uncovers seven key areas where there is a growing demand for new services catering to the ‘night economy’ in China and challenges advertisers to reflect on whether their use of media is effective for Chinese consumers who are active in the hours after nightfall.

How Everton understands football fan archetypes

Article • Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2019

English Premier League football club Everton has undertaken a wide-scale listening exercise with its fans to better understand how to engage the broad range of people who support it.

Deutsche Telekom steps up e-sports play

News • 18 December 2019

Deutsche Telekom, the telecoms giant, has taken a 25% stake in SK Gaming, a German e-sports organisation for which it has been a sponsor and technology partner since mid-2018.

Why Chelsea FC thinks about football outside the world of football

Article • 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.

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