Article
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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.
Article
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WARC Best Practice, January 2018
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.
Article
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WARC Best Practice, April 2017
This article examines how brands can build awareness and increase loyalty through effective sponsorship.
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.
Case Study
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AME Awards, Finalist, 2018
Lincoln Financial Group, a financial services group, launched a campaign in the US to raise brand awareness among NFL fans.
Case Study
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AME Awards, Bronze, 2018
M&M's Caramel, a chocolate and sweets brand, launched a campaign with the 2017 MTV Movie and TV Awards in the US and Canada to raise awareness around the unveiling of M&M's Caramel.
News
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21 May 2018
LONDON: When ING, the Dutch bank, decided to bring music to its fans, it leveraged one of its most important assets to tell customers about an exclusive concert: its mobile banking app.
Article
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Sam Peña-Taylor, Event Reports, MMA Impact Forum, May 2018
ING, the dutch bank, used the trusted and empowering relationship it had built with its consumers to break into entertainment marketing in Belgium, using an innovative channel to drive a musical experience.
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.
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.
News
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01 May 2018
LONDON: US e-commerce specialist Fanatics has signed a kit-manufacturing deal with the UK football team Aston Villa in a move that could signal a major shift in the model of UK sports sponsorship that has seen big brands consolidate around big ...
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.
Case Study
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Juliana Melo, Brian Crotty, Cassiano Oliva, João Gabriel Fernandes et al., WARC Awards, Shortlisted, Effective Social Strategy, 2018
M&M's, the confectionery brand, used a humorous social media campaign and TV partnership to increase sales in Brazil.
News
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13 April 2018
NEW DELHI: Coca-Cola is spending around three times as much as normal on the India Premier League this year as it takes on regional brands and pushes new variants of its leading products.
Article
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WARC Exclusive, April 2018
Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
News
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02 April 2018
SYDNEY: Four days after several sponsors reacted decisively to the admission of ball tampering by three Australian cricketers, there are now suggestions that they may have been too quick to pull the plug.
Article
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Sam Peña-Taylor, Event Reports, Advertising Week Europe, March 2018
Football marketing has come a long way since Nike’s iconic 1998 World Cup ad featuring the Brazil team playing kickabout in an airport, not least because of social media which has shifted the focus to individual players.
News
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23 March 2018
GLOBAL: Sports sponsorship offers a unique opportunity for brands to reach highly engaged audiences but, warns an industry figure, without activation it is little more than a media buy.
News
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13 March 2018
MUMBAI/DUBAI: The upward trajectory of T20 cricket in India and Pakistan appears to have stalled, as PSL franchises complain of losing money and reports suggest that Star India has yet to sell a significant proportion of its advertising inventory ...
Case Study
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SABRE Awards, Financial Services/Insurance, In2, 2018
BECU, a not-for-profit credit union, used PR to raise awareness of its new Sounders-branded debit card and connect with fans of the Sounders soccer team in the US.
News
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12 February 2018
PYEONGCHANG: As the Winter Olympics start, participating brands appear less worried about potential security issues in Korea than the challenges posed by geography and the weather.
News
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09 February 2018
NEW YORK: Two reliable tools of marketing research – attribution theory and congruity – can help marketers understand the effects of event sponsorship as part of their corporate social responsibility (CSR) programs.
News
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07 February 2018
LONDON/GENEVA: UEFA, the governing body of football in Europe, intends to deliver more value for the premium sponsors of its various competitions, not least with a major push of the Champions League in Asia.
