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.
Article
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Stephen Whiteside, WARC Exclusive, September 2020
Visa, the payments company, has developed a three-pronged strategy that informs how it is contributing to addressing racial injustice in the US.
Research Paper
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Jonathan A. Jensen, Joe B. Cobbs, Benjamin Albano, and B. David Tyler, Journal of Advertising Research, Digital First, August 2020
With increases in sponsorship expenditures outpacing traditional advertising, return on investment warrants greater scrutiny.
News
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13/08/2020
The decision of two of the biggest conferences in college sports to cancel their fall seasons, ostensibly on health grounds, is yet another blow to sportswear giants struggling to manage the lack of live sporting occasions.
News
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06/08/2020
The finances of next month’s India Premier League have been disrupted as title sponsor Vivo has agreed with the Board of Control for Cricket in India to take a pass on this year’s event in view of the anti-China sentiment in the country.
News
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04/08/2020
The India Premier League (IPL) is heading overseas for a third time, leaving behind some disgruntled fans thanks to a decision to stick with its current sponsors.
Case Study
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Marketing Society UK, The Brave Awards, Grand Prix, 2020
Guinness, an alcoholic beverage brand, encouraged people to drink in moderation in the UK and Ireland by rebranding ordinary water as a Guinness drink.
Case Study
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Marketing Society UK, The Brave Awards, Winner, Creative Use of Media, 2020
Paddy Power, an Irish bookmaker, created change in the betting category and encouraged brands to stop placing huge logos on football shirts by releasing a fake, sponsored Huddersfield Football Club shirt to enrage the public before unveiling the real, sponsor-free shirt.
News
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24/06/2020
Dairy products brand Amul doubled its marketing spend across media during the lockdown in India and is now reporting gains over rivals in sales, brand building and top of the mind recall with consumers.
Case Study
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Case Studies on WARC, 2019
Car brand Jeep refreshed its sponsorship of the Winter X Games in Aspen, Colorado, through an immersive experience that increased leads for its Wrangler vehicles.
News
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09/06/2020
COVID-19 has forced Bose, the consumer electronics brand, to turn to addressable media and livestreaming as a way of maintaining consumer engagement in the light of changing behaviour – and it is developing new “muscle memory” as a result.
Article
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Alex Brownsell, Event Reports, Future of Media webinar, May 2020
Bose is anticipating a permanent change to campaign creation and distribution as a result of the COVID-19 pandemic.
Case Study
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SABRE Awards, Gold, Africa, 2020
Darling, a hair extensions brand, promoted its brand in Nigeria by becoming an official partner of Lagos Fashion Week.
Case Study
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SABRE Awards, Gold, North America, 2020
Budweiser, a beer brand, encouraged more sponsors and viewership of the National Women's Soccer League in the US through an online film and print ads to make fans feel guilty for not supporting such a successful team.
Case Study
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AME Awards, Bronze, 2020
BMW, a car manufacturer, launched the Road to Coachella campaign in the US to successfully showcase its partnership with the Coachella festival.
Case Study
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AME Awards, Gold, 2020
Guinness, an alcoholic beverage brand, encouraged people to drink in moderation in the UK by rebranding ordinary water as a Guinness drink.
News
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19/05/2020
More of an economic necessity than a clear triumph for public morale, or for the country’s management of the virus, Germany’s top two leagues are back playing in front of ghostly stadiums – but will football in the social-distance era be worth it? ...
Opinion
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Chiara Manco, May 2020
WARC’s Chiara Manco analyses three themes that emerged from the winners of the 2019 IMC European Awards.
Opinion
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James Anderson, April 2020
The sponsorship industry is largely stuck in limbo. James Anderson, Business Director at Publicis Sport & Entertainment, shares some tips for brands and rights holders.
Case Study
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Tatiana Moizo, Carolina Sarlo, Patricio Shilton, Vanesa García, Ornella Carricarte, WARC Awards, Entrant, Effective Social Strategy, 2020
Male personal care brand Axe turned to sponsorship to increase awareness and growth in Argentina.
Case Study
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Trac Tran, WARC Awards, Entrant, Effective Social Strategy, 2020
Bottled water brand Aquafina elevated brand awareness in Vietnam through sponsorship of a leading Vietnamese fashion platform.
News
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23/04/2020
Sponsorship deals worth over $10 billion will be hit by the COVD-19 epidemic, some 38% of the $26 billion committed to sports and entertainment events in the US in 2020, according to a new report from IEG, the sponsorship valuation company.
