Leisure & entertainment

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The Royal Danish Theatre: Balletfestival

Case Study • SABRE Awards, EMEA, Institutional Image, Gold, 2019

The Royal Danish Theatre used former Dancing with the Stars judge Nikolaj Hübbe to spearhead a campaign raising public appreciation of its Royal Ballet company in Denmark.

888sport: Big Narstie – From Rapper to Reporter

Case Study • SABRE Awards, In2 EMEA, Best Influencer Programs + Endorsements (Paid), Gold

888sport, the multinational online sports gambling company, differentiated itself from the competition in the UK through partnership with a celebrity grime MC.

India's Hotstar sets world record for live OTT viewership

News • 14 May 2019

Hotstar, India’s Disney-owned streaming service, has set a global record for the number of viewers tuning into a live event.

Football considers VAR ad opportunities

News • 09 May 2019

The video assistant referee (VAR) is becoming standard since being introduced at last year’s FIFA World Cup last year, and now football associations are exploring how they might make some extra cash off these new breaks in the game.

WNBA: Take A Seat, Take A Stand

Case Study • SABRE Awards, North America, Entertainment, Gold, 2019

Women's National Basketball Association (WNBA), the women's professional basketball league in the US, cemented itself and its players as a leading voice in the women's movement because of its commitment to supporting organizations that empower women and girls.

League of Legends: a full sports vertical

News • 06 May 2019

Since being launched in 2009, League of Legends has evolved in a way that other games have not, becoming a “full sports vertical” that supports professional leagues and attracts brands in much the same way that regular sports do.

How League of Legends became a global e-sports phenomenon

Article • Brian Carruthers, Event Reports, Advertising Week Europe, March 2019

Since 2011, Riot Games has been developing a global e-sports infrastructure around its League of Legends game to attract viewers and brands.

La Liga aims for second place in Asia

News • 25 April 2019

La Liga, Spain’s top-flight football league, is quietly making inroads across Asia, where its ambition is to become fans’ league of choice after their own domestic league.

Louvre Abu Dhabi: Why Are You, You?

Case Study • Remie Abdo, Heela Daudzai, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Louvre Abu Dhabi, a museum in Abu Dhabi, used outdoor, social media and a video to provoke a conversation about the nature of humanity in order to increase visitor numbers.

New logo scores for US Open Tennis Championships

News • 24 April 2019

The US Open Tennis Championships took the difficult step of replacing its long-standing logo, but found that introducing a new insignia better served its brand in a variety of ways.

What is a modern football fan?

Opinion • Sam Peña-Taylor, April 2019

What’s a modern football fan? A recent report sheds light on how young fans are watching, what they’re watching for, and how the relationships between fans, players, and the game itself is changing.

How the US Open Tennis Championships served up a new logo

Article • Stephen Whiteside, Event Reports, BRITE, March 2019

The US Open Tennis Championships launched a new logo in 2018, a strategic decision that was intended to achieve various goals.

What we know about marketing at major sporting events

Article • 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.

Flying Pig Marathon: Energy Broadcast System

Case Study • Brian MacDonald, WARC Awards, Entrant, Effective Innovation, 2019

The Flying Pig Marathon, a race in Cincinnati, US, created a mobile app to make its race more social and attract more millennial runners.

Louvre Abu Dhabi: Highway Gallery

Case Study • Remie Abdo, WARC Awards, Entrant, Effective Innovation, 2019

The Louvre Abu Dhabi, a museum in the UAE, used an innovative combination of out of home and radio to increase visits.

Media giants adapt to US sports betting rule change

News • 09 April 2019

Media companies including ESPN and Turner are carving out new content opportunities following last May’s Supreme Court decision to lift a 1992 ban on sports betting.

Ad of the Month – UK: National Lottery

Opinion • BrandIndex, April 2019

The ad which achieved the highest uplift in awareness in the UK during March was from the National Lottery, as it launched Set for Life, its first new game in 13 years.

IPL viewership and reach breaks records

News • 29 March 2019

The 2019 season of the Indian Premier League (IPL) got underway last weekend and preliminary data suggests that the world’s biggest cricket tournament has already set records for viewership and reach.

Formula One taps biometrics to inform viewing experience

News • 29 March 2019

The Formula One circus moves to Bahrain this weekend, where the TV viewing experience is being informed by an innovative research method that captures the real-time emotional arousal of fans watching the action on screen.

Tapping e-sports sponsorship opportunities

News • 26 March 2019

There are many similarities with traditional sports when it comes to sponsoring e-sports but marketers also need to understand the significant differences in this fast-growing market, an industry figure advises.

Formula One taps fan location data

News • 20 March 2019

Formula One’s approach to data has tended to focus on the cars, but the motorsport is now collecting location data from fans at events to help understand their behaviour and rethink aspects of the F1 offer.

How Formula One is refining its viewing experience

Article • Brian Carruthers, Event Reports, IIeX Conference, February 2019

Since taking over Formula One, Liberty Media has invested in a research team that is exploring ways of exploiting what it believes is the untapped potential of the motorsport.

E-sports catching marketers' attention

Article • Chris Warren, ANA Magazine, ANA Magazine, March 2019

Outlines the opportunities abound for brands looking to reach a captive and growing audience in e-sports.

Pay to play: The e-sports opportunity for sponsors

Article • Sam Grimley, WARC Best Practice, March 2019

Addresses the opportunity of e-sports for brand sponsors and advises on how to best utilise the sector's unique attributes.

How Formula One is harnessing location data for insights

Article • Low Lai Chow, Event Reports, MRMW APAC, February 2019

Formula One, the global motorsport series, is using location data to better target its on-site experiences.

What we know about marketing at major sporting events

Article • 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.
Pay to play: The e-sports opportunity for sponsors

Article • Sam Grimley, WARC Best Practice, March 2019

Addresses the opportunity of e-sports for brand sponsors and advises on how to best utilise the sector's unique attributes.
What we know about Super Bowl advertising

Article • WARC Best Practice, January 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.
Toys and games global industry overview

Article • Euromonitor Strategy Briefings, June 2018

Provides an overview of the global toys and games industry, examining the global outlook, leading companies and brands and top five trends shaping the industry.
Barbie: Imagine the Possibilities

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Mattel, a toy manufacturer, changed the perception of Barbie among millennial mothers to something their children could be inspired by with its Imagine the Possibilities film and introduction of Tall, Curvy and Petite Barbies in the US.
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.