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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.

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.

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.

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.

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.

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.

Hennig-Olsen Iskremfabrikk: No limits / Uten Grenser

Case Study • SABRE Awards, IN2, EMEA, 2021

Doctors Without Borders, an international humanitarian medical non-governmental organisation, increased job satisfaction for employees at Hennig-Olsen, an ice cream factory, in Norway through a web app that set it a series of team challenges.

Rewriting the rules in sports sponsorship

Article • Claire Capper, WARC Exclusive, September 2021

New performance-driven sponsorship models for the post-pandemic era.

Heinz: Keeping Heinz top of mind, come rail, hail or shine.

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Heinz, a food processing company, grew mental availability around mealtimes in the UK by sponsoring ITV Weather.

Tesco: Christmas 2020 – I'm a Celebrity, get me to Tescoooo!

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Tesco, a supermarket brand, partnered with the TV show I'm a Celebrity Get Me Out Of Here as part of its 2020 Christmas campaign.

AT&T Business’ Sarita Rao: “Partnerships need to be authentic and reflective of both brands”

Opinion • Chiara Manco, July 2021

Sarita Rao, President, Integrated & Partner Solutions at AT&T Business will be chairing the Effective Use of Partnerships & Sponsorships category of this year’s WARC Awards for Media. Here, she talks about her learnings from this past year, how AT&T Business has supported its customers during the pandemic and the key to effective partnerships. Sarita Rao, President, Integrated & Partner Solutions, AT&T Business

Upping the game (and avoiding an own goal in sports sponsorship)

Opinion • Warwick Cairns, July 2021

In today’s fragmented media world, sport is one of the few truly shared experiences left to us. But unless brands embed a culture of effectiveness, money spent on sports marketing may well be wasted, says Warwick Cairns.

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.

Lay's: Break The Wall

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

A campaign by Lay’s, the potato chip company, boosted its online exposure in China by marketing to both Gen Z and Gen Y at once.

Volvo: Human-Made Stories

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Automobile brand Volvo identified a niche audience in the UK and targeted it with a blend of branded content and idents.

Lowe's: Putting home center stage