Sponsorship

What we know about marketing at major sporting events

Article • 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.

What we know about sponsorship effectiveness

Article • WARC Best Practice, February 2020

Examines how brands can build awareness and increase equity through effective sponsorship.

What’s working in sponsorship

Article • WARC Category Intelligence, February 2020

Global strategies, campaign updates and trends in sponsorship.

How to plan an effective sports sponsorship strategy

Article • 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.

Bose accelerates adoption of OTT and livestreaming media

Article • 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.

Nuveen: Rerank the Rich

Case Study • Ellie Gogan-Tilstone, Kate Thuma, Annabelle Butler, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Asset management firm Nuveen joined with publisher Forbes to re-rank its Forbes 400 List of billionaires to reclaim its leadership in the responsible investing space in the US.

Century 21: Relentless Moves

Case Study • Ellie Gogan-Tilstone, Matt Mullen, Annabelle Butler, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Real-estate brand Century 21 used a content partnership with sports channel ESPN to recreate itself with a 'relentless' brand positioning, leading to business growth in a declining US market.

M&M's: Battle for Fun

Case Study • Jenny Hanghal, Katy Guan, WARC Awards, Shortlisted, Effective Innovation, 2020

Chocolate snack M&M's targeted e-sports fans in China with an interactive campaign to increase penetration and sales among 18- to 34-year-olds.

The impact of COVID-19 on media strategy

Article • MediaSense, Advertising Research Foundation Workshops, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.

Three steps to measure business return on sponsorship

Article • 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.

Trend Snapshot: The future of sports media

Article • 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.

How Barclays evaluates its sponsorships to make better investment decisions

Article • 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.

Finding and activating the ‘sweet spot’ on the sponsorship platform

Article • Professor Tony Meenaghan, Jill Downey and Jamie Macken, Admap, February 2020

Examining how brands can stand out in a cluttered sponsorship property.

Sponsorship in transition: The outlook for 2020

Article • Jim Andrews, Admap, February 2020

A summary of key trends in the North American sponsorship market.

Why football can help brands to connect with consumers in South East Asia

Article • Marcus Luer, Admap, February 2020

A guide to the ASEAN region’s football sponsorship market.

Developing an e-sports sponsorship framework in Asia

Article • Jian Ming Lee, Admap, February 2020

A five-step guide for brands considering entering into an e-sports sponsorship in Asia.

How to make the most of your sponsorship

Article • Alex Burmaster, Admap, February 2020

A seven-step guide to sponsorship best practice for marketers looking to ensure they maximise ROI.

How to score a home run with sponsorship

Article • Maren Seitz, Admap, February 2020

Four success factors for sponsorship effectiveness.

Sports partnerships and the continuing power of live

Article • David Shore, Admap, February 2020

Four ways in which a brand can activate a sports sponsorship through paid media.

Kicking goals and the rise of the digital athlete: A new decade in China’s sports marketing

Article • 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’.

Women’s sport: From niche to mainstream

Article • Misha Sher, Admap, February 2020

A guide for brands exploring the growing potential of women’s sport as a platform for sponsorship.

Creativity and long-term brand-building through sponsorship

Article • Neil Hopkins, Admap, February 2020

As the cost of activation increases, brands should apply a creative lens to sponsorship programmes.

Creating a sports sponsorship framework: Admap summary deck

Article • Admap, February 2020

A summary of new thinking and best practice on creating a sports sponsorship framework from Admap.

Why Chelsea FC thinks about football outside the world of football

Article • Brian Carruthers, Event Reports, Digital Transformation Conference, November 2019

Premier League club Chelsea engages with fans from around the world, many of whom have a totally different relationship with the team than its UK fans – it is now enhancing the way it relates to its 100 million supporters.

mytaxi: jazz cab

Case Study • Integrated Marketing Communications Council Europe, Grand Prix, 2019

Mytaxi, a taxi service, increased passenger numbers and brand growth in Ireland by launching a live jazz piece at the Cork Jazz Festival based on GPS data from its taxis.