Sponsorship

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How brands should (and should not) get involved in mobile esports

Article • Kevin Rosenblatt, WARC Best Practice, September 2021

Advice on how advertisers can capitalise on the mobile esports opportunity.

KFC: The growth of Colonel KI

Case Study • Nicholas Short, Liu Yi, Stanley Tao, WARC Awards for Asian Strategy, Shortlisted, 2021

Fast-food brand, KFC, transformed itself from a sponsor into an organic stakeholder in the eSports world with its Colonel KI campaign in China.

Hennig-Olsen Iskremfabrikk: No limits / Uten Grenser

Case Study • SABRE Awards, IN2, EMEA, 2021

Doctors Without Borders, an international humanitarian medical non-governmental organisation, increased job satisfaction for employees at Hennig-Olsen, an ice cream factory, in Norway through a web app that set it a series of team challenges.

Rewriting the rules in sports sponsorship

Article • Claire Capper, WARC Exclusive, September 2021

New performance-driven sponsorship models for the post-pandemic era.

Online video and influencer budgets to see biggest increase in 2022

Data • Rob Clapp, WARC Data Points, September 2021

An overview of the change in media budgets by senior marketers in 2022.

Tesco: Christmas 2020 – I'm a Celebrity, get me to Tescoooo!

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Tesco, a supermarket brand, partnered with the TV show I'm a Celebrity Get Me Out Of Here as part of its 2020 Christmas campaign.

Heinz: Keeping Heinz top of mind, come rail, hail or shine.

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Heinz, a food processing company, grew mental availability around mealtimes in the UK by sponsoring ITV Weather.

AT&T Business’ Sarita Rao: “Partnerships need to be authentic and reflective of both brands”

Opinion • Chiara Manco, July 2021

Sarita Rao, President, Integrated & Partner Solutions at AT&T Business will be chairing the Effective Use of Partnerships & Sponsorships category of this year’s WARC Awards for Media. Here, she talks about her learnings from this past year, how AT&T Business has supported its customers during the pandemic and the key to effective partnerships. Sarita Rao, President, Integrated & Partner Solutions, AT&T Business

Upping the game (and avoiding an own goal in sports sponsorship)

Opinion • Warwick Cairns, July 2021

In today’s fragmented media world, sport is one of the few truly shared experiences left to us. But unless brands embed a culture of effectiveness, money spent on sports marketing may well be wasted, says Warwick Cairns.

Millennials most engaged with Olympics sponsorship

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), July 2021

An overview of engagement with sports sponsorship among Olympic fans.

Wells Fargo: My other team is Mexico

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Wells Fargo, a financial services company, increased the uptake of affinity cards in the US by launching a social and TV campaign that encouraged the public to support the Mexican National Team in the 2018 FIFA World Cup since the USA didn't qualify.

Volvo: Human-Made Stories

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Automobile brand Volvo identified a niche audience in the UK and targeted it with a blend of branded content and idents.

Trends of the month: Omnichannel, sports sponsorship and ad blocking

Opinion • Rob Clapp, June 2021

This month: the balance of offline and online retail, where sports sponsorship succeeds and the growing popularity of ad blocking.

Banco Pichincha: The cheering trophy

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Banco Pichincha, a banking brand, 3D printed a one-of-a-kind trophy as part of its sponsorship of the football club Liga de Quito in Ecuador.

Mastercard: Kit Beats

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Mastercard, a financial services corporation, launched a campaign in Spain so that parents could experience their children's excitement when they met football players during the UEFA Champions League.

KFC: esport's COVID Hero

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Fast-food brand, KFC, gained the love and respect of eSports fans in China with its sponsorship of the League of Legend's Premier League tournament.

Are brands wasting money on sport sponsorships? A new look at brand personality, brand equity, and official sponsorship effects

Research Paper • Lane Wakefield, Kirk Wakefield, Kevin Lane Keller, and Anne Rivers, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 192-211

Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects.

Why sponsorship has a central role in delivering women’s sports’ potential

Article • Clare Vigers, WARC Exclusive, May, 2021

UK research from Two Circles on delivering greater impact for brand investment into women’s sport.

Shirt sponsorship delivers the highest level of awareness

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), May 2021

An overview of the types of sports sponsorship that fans notice.

Esports sponsorship to top $600m this year

Data • Rob Clapp, WARC Data Points, April 2021

An overview of global esports revenue between 2019 and 2021.

Vodafone: BenVarım

Case Study • MMA Smarties, Gold, Turkey, 2020

Vodafone, a telecommunications brand, launched the #BenVarım campaign to change perceptions that football is a sport dominated by men and raise awareness for women's football.

TikTok and UEFA enter the stadium: What it means for brands

Article • Anupam Gupta, WARC Exclusive, April, 2021

This article considers the opportunities to engage football fans on TikTok.

Sexy sports: Brands and the untapped potential of e-sports

Article • Mukta Lad, Event Reports, Meltwater APAC Digital Summit, March 2021

Brands should consider investing in esports for its untapped potential, says EVOS Esports’ Allan Phang, and because they will be targeting the next generation of consumers.

Mastercard's Ben Jankowski on the upfront, cross-platform, sponsorship and media buying's slow, but steady, evolution

Opinion • Ben Jankowski, March 2021

No matter which part of US media you look at, change is afoot, whether it’s the push for changes to the $20 billion upfront TV sales season, or digital, where greater emphasis on consumer privacy concerns is radically altering how brands can target. Or it could be cross-media measurement, a difficult topic on which to come to any type of consensus. Recently, for WARC’s Spotlight US, “Media strategies for a shifting US landscape,” Cathy Taylor, WARC’s Commissioning Editor US, discussed these issues with Ben Jankowski, senior vp/media at Mastercard. Jankowski is also co-chair of the Association of National Advertiser’s Media Leadership Committee, giving him perspective not just on his own brand, but on the media industry as a whole.

How the pandemic is altering sports sponsorship, now, and in future

Article • Jim Andrews, WARC Exclusive, Spotlight US, March 2021

The short-term outlook for sports sponsorship is tepid in the US, providing problems and opportunities.

What we know about sponsorship effectiveness

Article • WARC Best Practice, February 2021

Examines how brands can build awareness and increase equity through effective sponsorship.
What we know about marketing at major sporting events

Article • WARC Best Practice, March 2021

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.
What's working in sponsorship and partnerships

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in sponsorship and partnerships.
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.
Five ways sponsorship will change in 2021 and beyond

Article • Alex Burmaster, WARC Exclusive, February, 2021

This article explores the possible long-term legacy of COVID-19 on sponsorship marketing.
Creating a sports sponsorship framework: Admap summary deck

Article • Admap Magazine, February 2020

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