Research Paper
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Giang Tue Trinh, International Journal of Market Research, Vol. 60, No. 3, 2018, pp. 232-237
This article generalizes the well-known negative binomial distribution (NBD) theory to attendance behavior at sporting events.
News
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05 June 2018
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.
Case Study
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Bonnie Lam, WARC Awards, Entrant, Effective Use of Brand Purpose, 2018
The Hong Kong Jockey Club (HKJC) used an integrated campaign to increase awareness of how it strives to better society, and to build closer bonds between the brand and Hong Kong people.
Article
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Anna Hamill, Event Reports, Advertising Week Asia, May 2018
Insurance giant AIG partnered with New Zealand’s world champion All Blacks and Black Ferns rugby teams to launch its pro-LGBT diversity campaign in conservative Japan.
News
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23 May 2018
TOKYO: Following Sony’s seven-fold increase in profits year on year, the Japanese consumer electronics giant has signalled a new direction with its acquisition of EMI Music Publishing.
Case Study
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MIXX Awards, Bronze, Social Media, 2018
Vanilla Skype, a Romanian experimentalist play, held an online casting call for its audience in order to encourage ticket purchases for its ten performances in Romania.
Case Study
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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.
Case Study
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MIXX Awards, Gold, Social Media, 2018
Electric Castle, a music festival in Europe, launched Unofficial Partners, a guerrilla campaign in Romania to encourage companies to allow employees the Monday off work following the weekend festival.
Case Study
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AME Awards, Bronze, 2018
Sony Music Latin, a Latin music record label, launched the Carlos Vives Call me campaign in the US to bring Carlos Vives to fans and promote his new single.
News
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22 May 2018
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.
News
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21 May 2018
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 ...
News
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15 May 2018
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.
News
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15 May 2018
WASHINGTON DC: America’s huge illegal sports betting industry could be opened up to legitimate operators following a Supreme Court decision to strike down a 1992 federal law.
News
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14 May 2018
BEIJING: Sport and exercise are taking off in China, driven by a combination of health and social factors, and opening up new opportunities for brands to connect with consumers.
News
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11 May 2018
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.
News
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10 May 2018
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 ...
Case Study
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SABRE Awards, Gold, Southern Africa, Africa, 2018
Instinctif Partners, an international business communications consultancy, launched a campaign in South Africa to shape a new narrative around female MCs.
Article
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Brian Carruthers, Event Reports, Advertising Week Europe, March 2018
McLaren, the F1 constructor, exists somewhere between the realms of a sports team and a media owner, with the demands of finding engagement for its sponsors, whatever happens on the track.
Article
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Chris Maier, WARC Exclusive, May 2018
Sports, fitness and wellness marketing is an increasing trend in China.
Opinion
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Tom Dougherty, May 2018
Iconic guitar maker Gibson went bust last week. Here, Tom Dougherty of S tealing Share looks at the science of guitar branding.
News
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03 May 2018
NEW YORK: Marketers on Broadway face numerous obstacles in promoting new shows, and their challenges are informative for any brand with an interest in providing big-ticket experiences.
Article
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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.
Case Study
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SABRE Awards, North America, Entertainment, 2018
Minnesota Timberwolves, an American professional basketball team, introduced its new era of basketball and encouraged fan support by revealing a new logo exclusively at its last game of the season.
Case Study
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SABRE Awards, North America, Marketing to Youth, 2018
The Recreational Boating and Fishing Foundation (RBFF), a nonprofit organization, launched a multi-channel campaign in the US to encourage more people to participate in angling and boating.
Opinion
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Joe Weston, May 2018
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.
