Sponsorship

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TikTok and UEFA enter the stadium: What it means for brands

Article • Anupam Gupta, WARC Exclusive, April, 2021

This article considers the opportunities to engage football fans on TikTok.

Sexy sports: Brands and the untapped potential of e-sports

Article • Mukta Lad, Event Reports, Meltwater APAC Digital Summit, March 2021

Brands should consider investing in esports for its untapped potential, says EVOS Esports’ Allan Phang, and because they will be targeting the next generation of consumers.

How the pandemic is altering sports sponsorship, now, and in future

Article • Jim Andrews, WARC Exclusive, Spotlight US, March 2021

The short-term outlook for sports sponsorship is tepid in the US, providing problems and opportunities.

How influencers help Nationwide and the NFL celebrate players’ charitable efforts

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020

Nationwide, the insurance provider, has tapped the power of influencers to promote its sponsorship of the Walter Payton NFL Man of the Year Award.

Five ways sponsorship will change in 2021 and beyond

Article • Alex Burmaster, WARC Exclusive, February, 2021

This article explores the possible long-term legacy of COVID-19 on sponsorship marketing.

Are brands wasting money on sport sponsorships? A new look at brand personality, brand equity, and official sponsorship effects

Research Paper • Lane Wakefield, Kirk Wakefield, Kevin Lane Keller, and Anne Rivers, Journal of Advertising Research, Digital First, December 2020

Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects.

Formula 1: Training an artificial intelligence to protect sponsorship revenue windfall

Research Paper • MRS Awards Papers, Finalist, MRS Award for Innovation in Data Analytics, 2020

Formula 1, a racing brand, developed an interactive, AI-enhanced platform to identify the visibility of sponsors during a race.

British Heart Foundation: 24hrs in A&E Special

Case Study • David White, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2020

Charity organisation, the British Heart Foundation, partnered with a popular TV show to drive donations and increase awareness in the UK.

Tesco Stores: Bringing Back Supermarket Sweep

Case Study • Amy Butterworth, WARC Media Awards, Gold, Effective Use of Partnerships and Sponsorships, 2020

Tesco, the grocery retailer, used ad-funded programming to amplify its nostalgic centenary celebrations in the UK.

Nuveen: Rerank the Rich

Case Study • Ellie Gogan-Tilstone, Kate Thuma, Annabelle Butler, WARC Media Awards, Grand Prix and Successful Sponsorship Award Award, Effective Use of Partnerships and Sponsorships, 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.

Why creativity is at the core of sports marketing

Article • Mukta Lad, Event Reports, Mumbrella Sports Marketing Summit, October 2020

At the Mumbrella Sports Marketing Virtual Summit, panellists shared insights on where Australia stands in the sports marketing landscape.

The time to build stronger relationships with Aussie sports fans is now

Article • Mukta Lad, Event Reports, Mumbrella Sports Marketing Summit, October 2020

Publicis’ Ashley O’Rourke shares insights on the state of sports sponsorship in Australia and where future opportunities lie at the Mumbrella Sports Marketing Summit.

Netflix: Stranger Things – #Stranger80s

Case Study • WARC Cases, 2019

Video streaming service Netflix promoted the third season of the Stranger Things series in Italy by taking over one of the country's most popular TV channels for a day.

KFC: Viewer Verdict

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

KFC, a fast-food brand, launched the KFC Viewer Verdict as part of its sponsorship of the National Rugby League (NRL) as a means of engaging fans and increasing sales in Australia.

Half of Americans would attend an outdoor sports game at 25% capacity

Data • Rob Clapp, WARC Data Points, October 2020

An overview of the level of comfort when attending sports events among United States adults and sports fans.

Gala Bingo: Playing the long game

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Gala Bingo, an online bingo brand, increased ROI and awareness in the UK by launching a multi-year TV sponsorship deal to reach a more diverse audience.

Volvo: A defiantly human success story

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Automobile brand Volvo identified a niche audience in the UK and targeted it with a blend of branded content and idents.

Guinness Made of More 2012-2019: Consistency x creativity

Case Study • IPA (UK), Gold and Best Multi-Market, IPA Effectiveness Awards, 2020

Guinness, an alcoholic beverage brand, increased its market share in the UK by launching a TV campaign that created a cultural connection, which reinforced its Made of More message.

IPL gets audience and advertising boost in first week

Data • Rob Clapp, WARC Data Points, October 2020

An overview of audiences and advertising volume in the first week of the Indian Premier League (IPL) in 2020.

How Visa is helping tackle racial injustice with marketing, transparency and powerful conversations

Article • 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.

Lay's: Break The Wall

Case Study • Nicholas Short, Iris Yang, WARC Prize for Asian Strategy, Entrant, 2020

Snack brand Lay's connected TV and social media to win attention and brand love across China. Seeking to maximise its influence on the largest possible consumer base, Lay's needed to find a way to connect with diverse groups while preserving its relevance to as wide an audience as possible.

Strepsils: Empowering the Voice of Fans

Case Study • Imogen Bourke, WARC Prize for Asian Strategy, Entrant, 2020

Strepsils, the throat lozenge, leveraged its sponsorship of a top TV show to grow sales and brand participation in Hong Kong.

Consumers least comfortable going to bars, clubs, sports events or concerts

Data • Rob Clapp, WARC Data Points, August 2020

An overview of consumers' level of comfort with going to different public places.

Sports sponsorship investment to drop 37% this year but number of events returns to normal

Data • Rob Clapp, WARC Data Points, August 2020

An overview of global sports sponsorship advertising investment in 2020 and the number of professional events.

Paddy Power: Save Our Shirt

Case Study • Marketing Society, 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.

The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
Effective Use of Brand Purpose Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, November 2018

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.
The Future 100: Trends and change to watch in 2018

Article • J. Walter Thompson Intelligence, Research on WARC, December 2017

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.
Anheuser-Busch gets in touch with its female side with five tips for brand repositioning

Article • Reed Karaim, Event Reports, TMRE, October 2018

Anheuser-Busch, the brewer, has conducted in-depth research into how women perceive and respond to the beer category as it seeks to drive consumption among this audience.
How to market effectively to women

Article • Sue Unerman, WARC Best Practice, June 2017

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.
What we know about marketing to women

Article • WARC Best Practice, February 2020

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.