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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, Digital First, December 2020

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

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

How sponsorship marketing can rediscover its stride in 2021

Opinion • Alex Brownsell, November 2020

Advertisers like Procter & Gamble and Visa have adapted their approach to sponsorship to meet post-pandemic consumer needs, writes WARC’s Alex Brownsell.

Canadian Tire Retail: We Do New

Case Study • WARC Media Awards, Entrant, Effective Channel Integration, 2020

Mass retailer Canadian Tire tapped into the spirit of entrepreneurship to boost sales in Canada and prove it could be first to offer the new products consumers were seeking.

Netflix: Stranger Things – #Stranger80s

Case Study • WARC Cases, 2019

Video streaming service Netflix promoted the third season of the Stranger Things series in Italy by taking over one of the country's most popular TV channels for a day.

FWD Life Insurance Company (Bermuda) Limited: FWD North Pole Marathon 2019

Case Study • SABRE Awards, APAC, Sponsorship, Gold, 2020

FWD, a life insurance brand, sponsored the North Pole Marathon 2019 and recruited runners in Hong Kong.

How brands can assess sponsorship pricing

News • 22 October 2020

Marketers considering a sponsorship deal need to assess a wide range of factors, including their own brand’s equity and the amount of competing clutter, to help determine the right price, an article in the Journal of Advertising Research (JAR) has su

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.

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.

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.

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.

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.

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.

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.
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.
What we know about marketing at major sporting events

Article • WARC Best Practice, February 2020

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.
What’s working in sponsorship

Article • WARC Category Intelligence, February 2020

Global strategies, campaign updates and trends in sponsorship.
Trend Snapshot: The future of sports media

Article • Alex Brownsell, WARC Trends, February 2020

Explores the evolution of sports media from a linear broadcast-dominated landscape to one characterised by mobile content consumption and addressable advertising.