Article
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WARC Best Practice, July 2019
Examines how brands can build awareness and increase loyalty through effective sponsorship.
Article
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WARC Best Practice, April, 2019
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 Category Intelligence, January 2019
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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27 November 2019
Traditional measurement of sports sponsorship packages indicates an uplift of 30% in commercial effects when fans are aware of the linkage, but this more than doubles when fans can see how their own experience improves.
Article
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Professor Tony Meenaghan, Jamie Macken and Mark Nolan, WARC Exclusive, November 2019
Research study by Core Ireland showing that fan engagement is a key driver of effectiveness in sponsorship.
Opinion
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Alex Burmaster, November 2019
As the dust settles on the 2019 Rugby World Cup, Alex Burmaster of sports marketing platform caytoo picks out his favourite sponsor activations which highlight sponsorship best practice.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Walls, an ice-cream brand, successfully increased market share by launching a real-time programmatic campaign that leveraged the brand's sponsorship of the Indonesian team during the Asian Games.
Article
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Henry Chilcott, Admap, November 2019
Henry Chilcott, Group Marketing Director, McLaren Group gives an exclusive insight into the inner workings of the racing group’s partnership strategy.
News
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22 October 2019
Budweiser, the iconic American beer brand, has doubled down on its involvement with sport, in particular women’s soccer, as a response to the perception of the brewer as a soulless industrial scale brew.
Article
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Geoffrey Precourt, Event Reports, ANA Masters of Marketing Conference, October 2019
Budweiser, the iconic beer, needed to demonstrate that it was more than a mass-produced, generic beer in response to changing habits and preferences among drinkers.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Visa, a financial services company, increased its share of voice during the football World Cup, as its official sponsor, by launching a campaign that saw Zlatan Ibrahimovic return to the tournament.
Case Study
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Jay Chiat Strategic Excellence Awards, Silver, Product/Service Creation, 2019
New Balance, a sportswear brand, created The Runaway pub, a pub specifically for runners where the only way to pay for a pint was with miles run, to connect with London Marathon runners in the UK.
News
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10 October 2019
The fallout from a tweet by the Houston Rockets basketball team’s general manager Daryl Morey in support of Hong Kong protesters appears to be growing, with potential implications for other foreign brands in China.
Opinion
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Lucy Aitken, October 2019
The online fashion retailer’s Love Island link-up shows a textbook example of how to plan for reach, writes WARC’s Lucy Aitken.
News
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02 October 2019
Chinese smartphone brand OPPO has signed a multi-year partnership with video game publisher Riot Games, marking its first significant foray into the gaming and e-sports arena.
Case Study
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ARF Ogilvy Awards, Gold, 2019
Budweiser, a beer brand, distributed noise-activated light-up cups in stadiums across Russia to reach a global audience during the 2018 World Cup.
Article
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Research on WARC, September 2019
2019 saw a particularly cluttered sporting summer in the UK: seven major events, including three World Cups, made it much harder for rights holders and sponsors to cut through and achieve a decent share of the sporting voice.
Opinion
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Alex Burmaster, September 2019
With the Rugby World Cup about to kick off in Japan, Alex Burmaster of sports marketing platform caytoo crunches the numbers around sponsors and media coverage .
Case Study
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Jayati Majumder, Aneesh Jaisinghani, WARC Prize for Asian Strategy, Entrant, 2019
Sportswear brand adidas ran an emotional campaign to build brand equity in India.
Case Study
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Tony Chan, WARC Prize for Asian Strategy, Entrant, 2019
Trusted toothpaste brand Zhonghua expanded into China's toothpaste whitening category with a product placement deal that targeted the young viewers of popular reality TV show Produce 101.
Case Study
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Lam Ung, WARC Prize for Asian Strategy, Entrant, 2019
Bottled water brand Aquafina used digital and social media to amplify its strategic partnership with Fashion Week and elevate the brand in Vietnam.
Case Study
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Aaron Zhang, WARC Prize for Asian Strategy, Entrant, 2019
Chocolate brand Dove created engaging content and viral videos that coincided with Chinese New Year to maximise profits and spread its brand message to young consumers in China.
Research Paper
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Christian Kurz, Anna Noel Taylor, Kerri Fortune, Ian Wright, Jo McIlvenna and Ben Allen, ESOMAR, Congress, 2019
Viacom, an American multinational mass media conglomerate, set out to learn the 'secret sauce' of the best festivals and to evaluate how that might be improved.
Research Paper
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Pedro Almeida and Nuno Miranda, ESOMAR, Congress, 2019
MindProber, an automated consumer neuroscience company, and Eleven Sports, a leading European sports OTT broadcaster, monitored the reactions of a panel of hundreds of fans of the UEFA Champions League games, allowing the broadcaster to improve product optimization and commercial efficacy.
