Sponsorship

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Auto, tech and telco brands are most appropriate sport sponsors

Data • Rob Clapp, WARC Data Points (Curated), January 2022

An overview of which industries are most appropriate to sponsor professional sports.

Pepsi: Rapviet – the hip to the hop launch

Case Study • MMA Smarties, APAC, Bronze, 2021

Pepsi, a soft drink brand, launched a campaign in Vietnam to connect with Gen Z during the COVID-19 pandemic and promote Pepsi Zero Calories.

Clear: From battle to bottle – esports breakthrough

Case Study • MMA Smarties, APAC, Silver, 2021

Clear, a hair care brand, launched a campaign in China to increase brand awareness among men and reach its young male target audience using King Pro League (KPL).

Clear: From battle to bottle – Clear China's eSports breakthrough

Case Study • MMA Smarties, Silver, X (Global), 2021

Clear, a male shampoo brand, launched a campaign in China to increase brand awareness amongst young men, increase recruitment of a young male target audience and drive e-commerce sales growth.

Pepsi x Rapviet: The hip to the hop launch

Case Study • MMA Smarties, Bronze, X (Global), 2021

Pepsi, a soft drink manufacturer, launched a campaign in Vietnam to excite the audience with zero sugar in the cola segment and win TOM.

Clear: From battle to bottle – Clear China's esports breakthrough

Case Study • John Dawson, Nicholas Short, WARC Media Awards, Shortlisted, Effective Use of Tech, 2021

Clear, a male anti-dandruff shampoo brand, infiltrated e-sports culture to reach its target audience of young Chinese men and drive sales.

TikTok: TikTok x Euros 2020 – Where fans play

Case Study • Marc Whittle, Ella Keita, Maria Luisa Galang, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2021

TikTok, a video-sharing social media service, launched a European campaign to increase app usage among males aged 18+.

QQ Star: Yili QQ Star X Discovery's Kenyan safari

Case Study • Nicholas Short, Sara Wang, Wren Shi, WARC Media Awards, Bronze, Effective Use of Tech, 2021

Children's nutritional milk beverage QQ Star Milk co-created a unique AR experience to increase brand awareness and drive sales in China.

Pepsi and Pepsi MAX: Music Keeps Us Fizzing

Case Study • Luke Hyland, WARC Media Awards, Bronze + Successful Sponsorship Award, Effective Use of Partnerships and Sponsorships, 2021

Pepsi, a carbonated drinks brand, launched a six-week global campaign to drive fan engagement and build brand love by leveraging its role as one of the biggest sponsors of football.

Toyota / MTV: Celebrate The universal language of music

Case Study • AME Awards, Silver, 2021

Toyota, an automotive manufacturer, launched a national campaign in the US to boost brand affinity and purchase consideration among millennial and gen-z consumers.

Burger King: The king of the 2020 VMAs

Case Study • AME Awards, Bronze, 2021

Burger King, a fast-food chain, launched a campaign in the US to leverage VMA cultural relevance, experiment with partnership innovation and bolster fan engagement.

Marriott: The Split Sponsorship

Case Study • WARC Cases, November 2021

Marriott, a hotel brand, increased enrolment for its Bonvoy travel program in Hong Kong by using a rugby legend as its spokesperson and its sponsorship of rugby team the Kong Kong Sevens to produce a video campaign.

Gaming and esports in Vietnam: A new arena for brands

Article • Vero, Research on WARC, November 2021

Along with the rapid growth of the esports industry, we are witnessing a significant increase in gaming content creators.

Japan Airlines’ Akira Mitsumasu: Marcomms will play a critical role in bringing confidence back to travel

Opinion • Gabey Goh, October 2021

As a brand in one of the hardest COVID-hit sectors, Japan Airlines (JAL) has remained steadfast during this ongoing turbulence. Akira Mitsumasu, VP - Global Marketing of JAL, speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2022 about how the airline is focused on its mission of helping people fly again and telling stories of rising above challenges. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .

Maxis: The secret to Maxis gaming

Case Study • Nabil Fauzy, Tai Kam Leong, Emir Shafri, Benjamin Woo, Eelyn Ng, WARC Awards for Asian Strategy, 2021

Malaysian telco Maxis created and supported an all-Malaysian esports team in order to grow mobile network usage, revenue from direct-carrier billing and brand preference among youth gamers.

Tata Salt: Tackling iodine deficiency

Case Study • Siddhi Goyal, Vidnyan Mohite, WARC Awards for Asian Strategy, 2021

Brand leader in the Indian salt market, Tata Salt tuned in to a TV activation to raise awareness of both its vital iodine content and its premium variants offer.

Lifebuoy: How Vietnam contained COVID-19

Case Study • Anish Appukuttan, Thuy Tran, Soumya Ranjan Panda, Thai Le, WARC Awards for Asian Strategy, 2021

Soap brand, Lifebuoy, worked together with the Government to create a behaviour-change and awareness campaign around hand hygiene in the fight against COVID-19 in Vietnam.

Clear: From Battle to Bottle – Clear China's eSports breakthrough

Case Study • John Dawson, Nicholas Short, WARC Awards for Asian Strategy, 2021

Clear, the shampoo for men, integrated into the culture of eSports with its Battle Rankings campaign to connect with young men in China.

Eskinol: Be the star

Case Study • Loren Saguil, Meg Perez, WARC Awards for Asian Strategy, 2021

Facial care brand, Eskinol, launched the Philippines' first-ever branded online celebrity search to gain the attention of a Gen Z audience.

QQ Star: QQ Star x Discovery’s Kenyan Safari

Case Study • Nicholas Short, Sara Wang, Wren Shi, WARC Awards for Asian Strategy, 2021

Children's beverage, QQ Star Milk, partnered Discovery Channel to create an immersive AR learning experience that brought nature to life for children in China.

Samsung: Samsung Galaxy S21 Ultra – A moment in time

Case Study • Mayank Mishra, Sourav Ray, WARC Awards for Asian Strategy, 2021

Technology brand Samsung partnered with National Geographic to communicate the camera features in its S21 mobile phone series and connect with a premium audience in India.

B2B marketers use broader range of channels than B2C

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of marketing channels used by B2B and B2C companies.

The WARC Guide to brands and the creator economy

Article • WARC Best Practice, October 2021

A summary of new thinking and best practice on brands and the creator economy.

Media partnerships: Distinguishing myth from reality

Article • Simon Orpin, WARC Exclusive, October 2021

Brands can achieve better results with fewer, deeper media partnerships.

How brands should (and should not) get involved in mobile esports

Article • Kevin Rosenblatt, WARC Best Practice, September 2021

Advice on how advertisers can capitalise on the mobile esports opportunity.

What we know about sponsorship effectiveness

Article • WARC Best Practice, February 2021

Examines how brands can build awareness and increase equity through effective sponsorship.
What we know about marketing at major sporting events

Article • WARC Best Practice, March 2021

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's working in sponsorship and partnerships

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in sponsorship and partnerships.
The WARC Guide to brands and the creator economy

Article • WARC Best Practice, October 2021

A summary of new thinking and best practice on brands and the creator economy.
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.
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.