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Sponsorship involves the provision of funds for sports teams, sporting or cultural events, or entertainment properties, in return for promotion of the brand to their audience. Sponsorship investment tends to be split between the rights fee (for the right to be a sponsor) and the ‘activation’ of a sponsorship (advertising and other messaging to support the sponsorship). Sponsorship tends to be most effective when there is a natural fit between the brand and the sponsored party.

Key Reading

Important papers from across the Warc database

This guide summarises the key arguments on Warc around the topic of sponsorship, offering marketers practical advice from industry experts. It includes several case study examples, including the 'Thank You Mom' campaign from Procter & Gamble, which was based around the FMCG giant's Olympic Games sponsorship.
Six simple guidelines for activating sports sponsorship for brands and advertisers.
Sponsorship partnerships are moving from a transactional relationship to being value-based.
Different types of brand sponsorship deals, and the impact of these sponsorships on consumers.
Four approaches to events sponsorship for brands, including the pros and cons for each.

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