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Are brands wasting money on sport sponsorships? A new look at brand personality, brand equity, and official sponsorship effects

Research Paper • Lane Wakefield, Kirk Wakefield, Kevin Lane Keller, and Anne Rivers, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 192-211

Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects.

Millennials most engaged with Olympics sponsorship

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

An overview of engagement with sports sponsorship among Olympic fans.

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.

How the pandemic is altering sports sponsorship, now, and in future

Article • Jim Andrews, WARC Exclusive, Spotlight US, March 2021

The short-term outlook for sports sponsorship is tepid in the US, providing problems and opportunities.

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.

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's working in sponsorship and partnerships

Article • WARC Category Intelligence, February 2021

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

How brand 'personalities' can impact sponsorship ROI

News • 05 February 2021

Sports fans categorise brands as having different “personalities”, and understanding these perceptions can help marketers enhance their sponsorship strategies, according to a study published in the Journal of Advertising Research (JAR) .

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.

Level: Fly with Pride – An authentic prosocial travel campaign for Barcelona Pride

Case Study • DMA (UK), Bronze, 2020

Level, an airline company, increased brand awareness by launching an influencer and social campaign that highlighted its inclusive and modern approach to travel.

Cricket Wireless: A Reason To Smile

Case Study • Jason Jahn, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Cricket Wireless, the telecommunications carrier, partnered a popular Spanish-language TV show to raise awareness amongst the important Hispanic audience in the US.

New York Post x Red Apple Group: Yes, We're Open

Case Study • Shannon Toumey, Vanessa Wheeler, Victoria Shobe, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

US conglomerate Red Apple Group used a digital and print sponsorship partnership with the New York Post, supporting the city's reopening efforts after lockdown, to promote its key New York brands, WABC Radio and Red Apple Group Real Estate, around the 4 July holiday.

Direct Line: Direct Line sponsors Film on 4

Case Study • Oliver Scargill, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

British insurer Direct Line ran a sponsorship campaign with broadcast partner Film on 4 to engage a younger audience and grow brand awareness and consideration.

Strepsils: Empowering the Voice of Fans

Case Study • Imogen Bourke, Alana Zervos, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Strepsils, the medicated lozenge brand, harnessed the power of music fandom to increase sales in Hong Kong.

L'OR: Big Coffee Day

Case Study • Louise Løbner Malmborg, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Coffee brand L'OR partnered cinema chain Nordisk Film Biografer to drive awareness and sales of its Nespresso-compatible capsules in Denmark via a scented cinema ad and on- and offline activities.

Tri Indonesia: Ramadhan campaign

Case Study • WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Mobile phone operator Tri used TV sponsorship to create a TV quiz game and drove growth and engagement for its UnlimitedAlwaysOn product in Indonesia during Ramadan.

State Farm: The Last Dance Deep Fake

Case Study • Sam Rosin, Amy Adelbush, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

State Farm, the insurer, ran a successful co-branded commercial to amplify its sponsorship of ESPN's The Last Dance in the US.

Formula 1: Training an artificial intelligence to protect sponsorship revenue windfall

Research Paper • MRS Awards Papers, Finalist, MRS Award for Innovation in Data Analytics, 2020

Formula 1, a racing brand, developed an interactive, AI-enhanced platform to identify the visibility of sponsors during a race.

WARC Media Awards: Tech and Partnerships & Sponsorships shortlists announced

News • 07 December 2020

The shortlists for the Effective Use of Tech and the Effective Use of Partnerships & Sponsorships categories in the WARC Media Awards being announced today reveal some interesting regional divergences.

British Heart Foundation: 24hrs in A&E Special

Case Study • David White, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2020

Charity organisation, the British Heart Foundation, partnered with a popular TV show to drive donations and increase awareness in the UK.

Tesco Stores: Bringing Back Supermarket Sweep

Case Study • Amy Butterworth, WARC Media Awards, Gold, Effective Use of Partnerships and Sponsorships, 2020

Tesco, the grocery retailer, used ad-funded programming to amplify its nostalgic centenary celebrations in the UK.

KFC New Zealand: Fresh Stories

Case Study • Chris Lloyd, Amanda Palenski, James Davidson, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Global QSR brand KFC cooked up a multi-platform campaign to boost brand metrics around trust and freshness and expand its user base in New Zealand.

Nuveen: Rerank the Rich

Case Study • Ellie Gogan-Tilstone, Kate Thuma, Annabelle Butler, WARC Media Awards, Grand Prix and Successful Sponsorship Award, Effective Use of Partnerships and Sponsorships, 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.

Lay's: Break The Wall

Case Study • Iris Yang, Nicholas Short, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Snack brand Lay's connected TV and social media to win attention and brand love across China.

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.
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.
What's working in sponsorship and partnerships

Article • WARC Category Intelligence, February 2021

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