Sponsorship

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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.

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.

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.

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.

KFC: Celebrating Victory Together

Case Study • Nicholas Short, Jessia Zhu, WARC Prize for Asian Strategy, Entrant, 2020

QSR brand KFC used digital creative to build an exclusive membership for gamers, to tempt eSports fans in China during the League of Legends World Championships.

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.

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.

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.

Analyzing price premiums in international sponsorship exchange: What drives marketing costs in Formula One racing?

Research Paper • 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.

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.

Brands re-evaluate worth of college football

News • 12 August 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.

IPL seeks new title sponsor

News • 05 August 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.

IPL risks fans' wrath by keeping sponsors

News • 03 August 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.

Guinness Clear: Why Guinness dared to tell everyone to drink water when we reclaimed the Six Nations Sponsorship

Case Study • Marketing Society, 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.

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.

Lockdown gives boost to Twitch and brand investment in e-sports

Data • James McDonald, WARC Data Points, July 2020

A summary of WARC's latest Global Advertising Trends research into e-sports and gaming.

India's Amul sees gains from increased marketing spend during lockdown

News • 23 June 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.

Bose develops new 'muscle memory'

News • 08 June 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.

Jeep: Champion of Adventure at the Winter X Games

Case Study • WARC Cases, 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.

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.

Darling X LFW19

Case Study • SABRE Awards, Gold, Africa, 2020

Darling, a hair extensions brand, promoted its brand in Nigeria by becoming an official partner of Lagos Fashion Week.

Budweiser with VaynerMedia: The Official Supporter of Women’s Soccer

Case Study • 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.

The impact of COVID-19 on media strategy

Article • MediaSense, WARC Exclusive, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
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.
Creating a sports sponsorship framework: Admap summary deck

Article • Admap Magazine, February 2020

A summary of new thinking and best practice on creating a sports sponsorship framework from Admap.
Media Strategy Report 2019: Insights from the WARC Media Awards

Article • WARC Exclusive, March 2019

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
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.