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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.

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.

Fashion and electronics see largest online shopping growth

Data • Rob Clapp, WARC Data Points, 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.

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.

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.

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, April 2021

An overview of sports consumption on mobile apps in 2021.

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.

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.

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.

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.

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.

Sports media and Netflix see success on TikTok

Data • Rob Clapp, WARC Data Points, March 2021

An overview of TikTok engagement across different account categories.

The fourth place: A new space for leisure

Opinion • Tom Johnson, March 2021

For the past year, many of us have been stuck in one place – home. And while there, we’ve tried to recreate many of the activities and interactions that used to sustain us. Tom Johnson deconstructs what it all means.

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.

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, Vol. 61, No. 1, 2021, pp. 44-57

With increases in sponsorship expenditures outpacing traditional advertising, return on investment warrants greater scrutiny.

Spot volume down by a tenth as coronavirus hit

Data • Rob Clapp, WARC Data Points, February 2021

An overview of TV advertising spot volumes by category in Australia between September 2019 and December 2020.

Hijacking the Super Bowl in 2021: Don’t show up

Opinion • Jakob Stigler, February 2021

Budweiser’s Super Bowl ad may not be airing on game day, but it still represents a brand capitalising on the moment, and most likely getting even more buzz as a result.

Sport turns to short-form content as new business models grow

Data • Rob Clapp, WARC Data Points, February 2021

An overview of global growth areas in sports media consumption and business model adoption.

On Super Bowl Sunday, consider how US sports brands and culture are moving forward together

Opinion • Christine Wise, January 2021

Sports brands are being pushed and pulled into building a more diverse, inclusive culture, says Christine Wise.

Cricket viewership grows amongst Indian women

News • 26 January 2021

Sports viewing has long been a predominantly male pastime in India but there are signs that is changing and brands are responding accordingly, especially with regards to the nation’s favourite sport of cricket.

Formula 1: Keeping F1 fans tuned in with no racing

Case Study • DMA (UK), Silver, 2020

Formula 1 (F1), the auto racing league, stayed connected with UK racing fans during the coronavirus lockdown by delivering personalised content and virtual meet-and-greet sessions with drivers.

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 we know about marketing via gaming

Article • WARC Best Practice, September 2020

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: 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:
Global Ad Trends: Ad opportunities in gaming

Data • James McDonald, Rob Clapp, WARC Data, July 2020

This report summarises the latest research from WARC's Data platform, with a focus on the application of advertising in mobile gaming, streaming and e-sports. 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.
2020 Media Strategy Report: Insights from the WARC Media Awards

Article • WARC Exclusive, April 2020

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.