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Turning defence into attack: How Formula E built a new fanbase by embracing its biggest weakness

Case Study • APG (UK), Gold, 2021

Formula E, the electric street motorsport, launched a global campaign to grow its existing profile and global viewer base by 20%.

Sports viewership on Twitch has more than doubled

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

An overview of the number of hours of sports content watched on Twitch.

A festival to remember: How India will celebrate this year

Opinion • Dheeraj Sinha, September 2021

Ahead of the festive season in India, Leo Burnett’s Dheeraj Sinha looks at the seven ways that brands and startups, marketers and consumers are expected to celebrate it.

Peloton’s engagement-first design philosophy

Article • Sam Peña-Taylor, Event Reports, DMEXCO, September 2021

Fitness company Peloton relies on engagement to sustain its subscription backbone: its head of product management explains how it designs around its community of users.

Björklöven: #FillTheArena

Case Study • SABRE Awards, EMEA, Gold, 2021

Björklöven, a Swedish ice hockey club, sold over 30,000 tickets to allow fans to virtually attend a match that had to be played in empty arenas due to the COVID-19 pandemic.

Along Came A Spider: #20x20 – If She Can't See It, She Can't Be It

Case Study • SABRE Awards, EMEA, Gold, 2021

Along Came a Spider (ACAS), a creative agency, launched its 20x20 campaign in Ireland to kickstart a social movement that would challenge perceptions of women's sport.

Millennials most engaged with Olympics sponsorship

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), July 2021

An overview of engagement with sports sponsorship among Olympic fans.

Peloton: Brand campaign

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Peloton, the exercise bike brand, grew a positive impression of the brand in the US.

Planet Fitness: United we move

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Planet Fitness, an American franchisor and operator of fitness centres, created a free online workout programme to help increase global brand awareness and impressions.

Anadolu Efes Spor Kulübü: Identity

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Bronze, 2021

Anadolu Efes, a Turkish professional basketball team, increased game attendance and fan support for the club in Turkey by launching a new brand identity in the form of a flaming star.

Burkinabe Association of Barcelona: 2 Clubs, 2 Neighborhoods, 1 Dream

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Non-profit organisation, Burkinabe Association of Barcelona, helped re-establish the women's football teams of Santos FC in Burkina Faso.

Fashion and electronics see largest online shopping growth

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

An overview of consumers shopping more or exclusively online or in store across different categories.

What we know about Super Bowl advertising

Article • WARC Best Practice, June 2021

The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.

Planet Fitness: United We Move

Case Study • SABRE Awards, Gold, North America, 2021

Planet Fitness, a fitness franchise, offered digital workouts as part of its United We Move campaign to help combat stress and help the USA stay physically and mentally fit.

Ironman: How Ironman and Chris Nikic Proved that Anything Is Possible

Case Study • SABRE Awards, Gold, North America, 2021

IRONMAN, a series of triathlon races, shifted the narrative around IRONMAN from 'attainable to some' to 'accessible to all' by working with a Special Olympics athlete in the US.

Why sponsorship has a central role in delivering women’s sports’ potential

Article • Clare Vigers, WARC Exclusive, May, 2021

UK research from Two Circles on delivering greater impact for brand investment into women’s sport.

Shirt sponsorship delivers the highest level of awareness

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), May 2021

An overview of the types of sports sponsorship that fans notice.

Purpose-driven marketing with martial arts: Eight lessons from ONE Championship

Article • Low Lai Chow, Event Reports, WFA Global Marketer Week, April 2021

ONE Championship turned mixed martial arts, Muay Thai and kickboxing into an Asian global sports property.

One in five fans use mobile apps to consume sports content

Data • Cinzia Petio, WARC Data Points (Curated), April 2021

An overview of sports consumption on mobile apps in 2021.

How coronavirus has reshaped the fitness industry

Article • Emma Phipps, ANA, ANA Magazine, April 2021

As with many changes wrought by the pandemic, including remote work and telemedicine, the move to increased digital offerings could be a vital part of a brand's success in 2021 and beyond.

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.

Los Angeles Rams: AR Uniform Reveal

Rankings • WARC Media 100, 2021

The Los Angeles Rams created hype around its new uniforms by launching an AR uniform reveal on Snapchat.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

The most awarded work for creativity

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for creativity for 2020, compiled using our rankings methodology, but not ranked.

Game-changing tech: How it will power a safer Olympics

Opinion • Andy Edmonds, March 2021

The Tokyo Olympic Games may have been delayed by a year but technological innovations – accelerated by the COVID-19 pandemic – promise to make the event more immersive by bringing athletes closer to an even wider fan base.

Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:
What we know about marketing via gaming

Article • WARC Best Practice, September 2021

Explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
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.
The WARC Guide to Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
What's working in sponsorship and partnerships

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in sponsorship and partnerships.