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.
News
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19 May 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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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.
News
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23 April 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.
Case Study
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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.
Case Study
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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.
Case Study
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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.
News
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26 March 2020
Broadcasters and sponsors have publicly backed the decision to postpone the Olympic Games to next year because of the COVID-19 outbreak – they could hardly do otherwise in the circumstances – but behind the scenes all parties will be in deep ...
Article
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MediaSense, WARC COVID-19 Series, March 2020
An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
Opinion
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Alex Burmaster, March 2020
As sports competitions around the world are suspended, Alex Burmaster, co-founder of sports marketing platform caytoo, offers advice for how brands can salvage their investments in sponsorship programmes.
News
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13 March 2020
Overall growth of sports sponsorship in India jumped 17% in 2019, taking the value of the market past the Rs 9,000 crore mark for the first time, a new report has revealed.
Opinion
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Alex Brownsell, March 2020
The most-awarded campaigns of 2019 offer plenty of lessons for media owners, not least the importance of deeper partnerships with brand advertisers, writes Alex Brownsell.
News
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26 February 2020
German sportswear giant Puma says its association with Indian cricket star Virat Kohli led to 10% of its sales in that country in 2019, as it reported an overall 23% in revenue growth.
News
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25 February 2020
As a resurgent France tops the Six Nations table, rugby fans and sponsors could be looking at a different competition set-up in future as CVC Capital Partners is reported to be on the verge of taking a 14% share in the tournament.
News
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19 February 2020
Barclays, the British financial services company, was for 15 years the title sponsor of the top flight of English football – a new model for measuring its sponsorship investments has allowed it to adapt strategically and anticipate the effects of ...
News
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17 February 2020
Media fragmentation means that live sport’s traditional role as a deliverer of large-scale reach can no longer be assumed – but diminishing audiences can be targeted in a more tailored, addressable manner, according to a new WARC report.
Article
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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.
Article
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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.
Article
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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.
News
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07 February 2020
As brands grapple with the effects of short-termism in marketing, sports sponsorship can perform a dual purpose, delivering both immediate outcomes and longer-term results by placing brands at the intersection between consumers and the things they ...
News
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06 February 2020
Women’s sport offers particular opportunities for brands, being typically less cluttered and cheaper to sponsor than its male equivalent, but potential sponsors need to tread carefully, an industry specialist advises.
News
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05 February 2020
Sport offers a unique opportunity for brands aiming to connect with Chinese consumers as the country’s leaders aim to create a domestic sports industry worth $850bn over the next five years and achieve cultural relevance on the global stage.
