Sponsorship

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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.

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.

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 racially 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 influencers help Nationwide and the NFL celebrate players’ charitable efforts

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020

Nationwide, the insurance provider, has tapped the power of influencers to promote its sponsorship of the Walter Payton NFL Man of the Year Award.

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.

Analyzing price premiums in international sponsorship exchange: What drives marketing costs in Formula One racing?

Research Paper • Jonathan A. Jensen, Joe B. Cobbs, Benjamin Albano, and B. David Tyler, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 44-57

With increases in sponsorship expenditures outpacing traditional advertising, return on investment warrants greater scrutiny.

What we know about sponsorship effectiveness

Article • WARC Best Practice, February 2021

Examines how brands can build awareness and increase equity through effective sponsorship.

Sponsorship adopts performance marketing metrics

News • 11 February 2021

The pandemic is reinventing sponsorship as a performance-marketing channel, with sponsors measuring success through business outcomes rather than brand-building metrics.

What's working in sponsorship and partnerships

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in sponsorship and partnerships.

How brand 'personalities' can impact sponsorship ROI

News • 05 February 2021

Sports fans categorise brands as having different “personalities”, and understanding these perceptions can help marketers enhance their sponsorship strategies, according to a study published in the Journal of Advertising Research (JAR) .

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.

Level: Fly with Pride – An authentic prosocial travel campaign for Barcelona Pride

Case Study • DMA (UK), Bronze, 2020

Level, an airline company, increased brand awareness by launching an influencer and social campaign that highlighted its inclusive and modern approach to travel.

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, Digital First, December 2020

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

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, Vol. 60, No. 4, 2020, pp. 426-438

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

Clear: e-Sports Venture

Case Study • Kevin Ty, Tricia Cruz, Kitty Faustino, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Clear, the anti-dandruff shampoo, partnered the South East Asian e-sports games to overtake the previously undisputed market leader in the Philippines.

Strepsils: Empowering the Voice of Fans

Case Study • Imogen Bourke, Alana Zervos, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Strepsils, the medicated lozenge brand, harnessed the power of music fandom to increase sales in Hong Kong.

Direct Line: Direct Line sponsors Film on 4

Case Study • Oliver Scargill, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

British insurer Direct Line ran a sponsorship campaign with broadcast partner Film on 4 to engage a younger audience and grow brand awareness and consideration.

Tri Indonesia: Ramadhan campaign

Case Study • WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Mobile phone operator Tri used TV sponsorship to create a TV quiz game and drove growth and engagement for its UnlimitedAlwaysOn product in Indonesia during Ramadan.

Molenberg: Level the playing field

Case Study • Sian Kitchen, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Premium bread brand Molenberg turned to sponsorship to raise awareness and increase sales in New Zealand, while simultaneously championing gender equality.

KFC: Celebrating Victory Together

Case Study • Jessia Zhu, Nicholas Short, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

QSR brand KFC used digital creative to build an exclusive membership for gamers, to tempt eSports fans in China during the League of Legends World Championships.

Cricket Wireless: A Reason To Smile

Case Study • Jason Jahn, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Cricket Wireless, the telecommunications carrier, partnered a popular Spanish-language TV show to raise awareness amongst the important Hispanic audience in the US.

New York Post x Red Apple Group: Yes, We're Open

Case Study • Shannon Toumey, Vanessa Wheeler, Victoria Shobe, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

US conglomerate Red Apple Group used a digital and print sponsorship partnership with the New York Post, supporting the city's reopening efforts after lockdown, to promote its key New York brands, WABC Radio and Red Apple Group Real Estate, around the 4 July holiday.

L'OR: Big Coffee Day

Case Study • Louise Løbner Malmborg, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Coffee brand L'OR partnered cinema chain Nordisk Film Biografer to drive awareness and sales of its Nespresso-compatible capsules in Denmark via a scented cinema ad and on- and offline activities.

State Farm: The Last Dance Deep Fake

Case Study • Sam Rosin, Amy Adelbush, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

State Farm, the insurer, ran a successful co-branded commercial to amplify its sponsorship of ESPN's The Last Dance in the US.

What we know about sponsorship effectiveness

Article • WARC Best Practice, February 2021

Examines how brands can build awareness and increase equity through effective sponsorship.
The impact of COVID-19 on media strategy

Article • MediaSense, WARC Exclusive, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
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.
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.
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.
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.