Article
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WARC Best Practice, February 2020
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, February 2020
Examines how brands can build awareness and increase equity through effective sponsorship.
Article
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WARC Category Intelligence, February 2020
Global strategies, campaign updates and trends in sponsorship.
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.
News
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26 March 2020
Broadcasters and sponsors have publicly backed the decision to postpone the Olympic Games to next year because of the COVID-19 outbreak – they could hardly do otherwise in the circumstances – but behind the scenes all parties will be in deep ...
Article
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MediaSense, WARC Exclusive, March 2020
An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
News
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13 March 2020
Overall growth of sports sponsorship in India jumped 17% in 2019, taking the value of the market past the Rs 9,000 crore mark for the first time, a new report has revealed.
Opinion
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Alex Burmaster, March 2020
As sports competitions around the world are suspended, Alex Burmaster, co-founder of sports marketing platform caytoo, offers advice for how brands can salvage their investments in sponsorship programmes.
Opinion
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Alex Brownsell, March 2020
The most-awarded campaigns of 2019 offer plenty of lessons for media owners, not least the importance of deeper partnerships with brand advertisers, writes Alex Brownsell.
News
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26 February 2020
German sportswear giant Puma says its association with Indian cricket star Virat Kohli led to 10% of its sales in that country in 2019, as it reported an overall 23% in revenue growth.
News
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25 February 2020
As a resurgent France tops the Six Nations table, rugby fans and sponsors could be looking at a different competition set-up in future as CVC Capital Partners is reported to be on the verge of taking a 14% share in the tournament.
News
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19 February 2020
Barclays, the British financial services company, was for 15 years the title sponsor of the top flight of English football – a new model for measuring its sponsorship investments has allowed it to adapt strategically and anticipate the effects of ...
News
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17 February 2020
Media fragmentation means that live sport’s traditional role as a deliverer of large-scale reach can no longer be assumed – but diminishing audiences can be targeted in a more tailored, addressable manner, according to a new WARC report.
Article
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Tom Goodchild, WARC Webinars, February 2020
Tom Goodchild, director of effectiveness at Fuse, shares best practice for marketers seeking to understand both the short- and long-term impact of their sponsorship activities.
Article
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Sam Peña-Taylor, Event Reports, MRS Sports and Gaming Conference, February 2020
British financial services firm Barclays has built a framework for evaluating sponsorships capable of evolving over time that uses clear inputs to understand each investment’s business impact.
Article
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Alex Brownsell, WARC Trends, February 2020
Explores the evolution of sports media from a linear broadcast-dominated landscape to one characterised by mobile content consumption and addressable advertising.
News
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07 February 2020
As brands grapple with the effects of short-termism in marketing, sports sponsorship can perform a dual purpose, delivering both immediate outcomes and longer-term results by placing brands at the intersection between consumers and the things they ...
News
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06 February 2020
Women’s sport offers particular opportunities for brands, being typically less cluttered and cheaper to sponsor than its male equivalent, but potential sponsors need to tread carefully, an industry specialist advises.
News
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05 February 2020
Sport offers a unique opportunity for brands aiming to connect with Chinese consumers as the country’s leaders aim to create a domestic sports industry worth $850bn over the next five years and achieve cultural relevance on the global stage.
News
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03 February 2020
With some $65bn being spent on sports sponsorship globally each year, brands need to get smarter about how they measure returns and look beyond simple outputs such as media ROI, engagement and sponsorship awareness.
Opinion
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Alex Brownsell, February 2020
Sponsorship is a vital channel for marketers, but for too long measurement has remained a mystery. This month's edition of Admap explains how brands can achieve sponsorship effectiveness.
Article
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Ajay Jilka, Admap, February 2020
An overview of China’s sports sponsorship landscape, the impact of the Beijing 2008 Olympic Games, and the rise of the e-sports ‘digital athlete’.
Article
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Jim Andrews, Admap, February 2020
A summary of key trends in the North American sponsorship market.
Article
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Maren Seitz, Admap, February 2020
Four success factors for sponsorship effectiveness.
Article
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Neil Hopkins, Admap, February 2020
As the cost of activation increases, brands should apply a creative lens to sponsorship programmes.
