Sponsorship: Sports sponsorship

 

Many brands invest in sport properties to benefit from the visibility they offer, but ignore their emotional content. However, the Australian football A-League and Adidas in France have tapped into fa ...

A real-life study (N = 1299) into brand images during and after the 2006 FIFA World Cup football tournament showed that the event was a good platform for the creation of brand images through 'take-up'

Bo Hellberg presents this case study on BP. While looking to develop clean fuels and alternative energy sources, at the same time as recognising that its use of performance fuels and oils remained ess

As one of the ten key sponsors of the Euro 2008 tournament, Castrol developed and launched a website dedicated to providing detailed statistics on individual player performance during and after Euro 2 ...

For the first time since the Barclays Premiership soccer league was launched in the UK in 1993, there has been a fall in the value of sponsorship income being generated by the clubs through their main ...

This paper details sport eye tracking research carried out by Havas Media and Havas Sports in order to identify whether brands are receive attention from TV viewers during sports broadcasts. Among the ...

James Aitchison, of WARC.com, reports on WARC's Sponsorship Marketing Conference 2008, held in London. As well as a brief look at past and present trends in the industry, it provides details of the ma ...

Driven by the enthusiasm and loyalty sports fans show for their favorite teams, advertisers are increasingly look to tie up with sports sponsorship in a variety of different ways. The biggest sports o ...

This article discusses some key issues relating to sponsorship of the 2008 Olympic Games in Beijing, based on Ipsos tracking research. China Mobile ranked first in the Sponsorship Performance Index, f ...

DHL is the largest logistics company in the world, and as one of the most known B2B brands in Sweden, it had no primary need to build brand awareness. However, the company had been through a number of ...

The link between Robinsons and Wimbledon is one of the most enduring associations in sports sponsorship, extending to over 70 years. Wimbledon plays a key role for the brand: every year, the Champions ...

Thomas Cook is the third largest vertically integrated travel group in the UK and Ireland, with its own travel sales channels, tour operations and airline. In August 2003, it became Main Sponsor of Ma ...

Lexus is a leading luxury car brand, and set its sponsorship objectives as to 'support Lexus distributors and their new dealer base across Europe' and 'target Lexus prospects and customers'. While gol ...

In many respects, FedEx fits the profile of a 'challenger brand'. Its main rival, UPS, sponsors the Olympics and has considerably more marketing muscle at its disposal than FedEx. Therefore, FedEx had ...

FIFA Football was launched in 1994, at which point EA Sports identified that 'talent' would be the key communications driver. While each game has improved technologically, making players like Wayne Ro ...

Nordea Bank is the largest financial institution in the Nordic area, and started its operations in Latvia in 2000, mostly aiming at corporate clients. By 2003, Nordea set itself the prime objective of ...

The Turkish Cup was a key component of the Turkish football calendar until the mid 1980s, regarded as a prestigious tournament both by the clubs and the spectators. With the new developments in the Tu ...

In August 2006, SPAR Hungary, part of the SPAR multi-national supermarket chain, prepared to launch its own-label bio-food range 'Natur Pur'. The brand aimed to be 'natural, healthy and pure', and to ...

Pannon GSM is a leading telecommunications operator in Hungary, serving in excess of three million customers, and with a 34% market share of the market. In January 2005, it launched its 3G mobile netw ...

Paris chose this sponsorship to promote itself and its 2012 bid in the most direct way possible; to invite all Parisians to an Olympic party. The creation of this event ticked two vital boxes for the ...

Schwartz has a heritage in herbs and spices, but also produces a huge range of sauces and dry sachet mixes, priding itself on its twin attributes of quality and authenticity. However, research carried ...

Vodafone had pursued a limited music sponsorship programme prior to 2006, sponsoring tours by Kylie Minogue and running experiential activity with Robbie Williams and at Radio 1's One Big Weekend. Whi ...

Brit Insurance is a UK-based international general insurance and reinsurance group listed in the FTSE 250. The company wanted to focus its sponsorship activities more on the UK, and in particular Lond ...

Polo Ralph Lauren is an established American luxury clothing brand which has enjoyed massive success and become an aspirational label. Linking with the Wimbledon Tennis Championships provided a perfec ...

In 2000, Norwich Union inherited sponsorship of UK Athletics from the newly-purchased General Accident and Commercial Union (CGU). While CGU had used it primarily to raise brand awareness through tele ...

Kingfisher, the owner of B&Q and French DIY chain Castorama, began its sponsorship of yachtswoman Ellen MacArthur in 1998, during the solo Route du Rhum race in November of that year. The sponsorship ...

Visa, the international payment card service provider, has been an IOC TOP sponsor since 1986 and an IPC Worldwide Partner since 2002. In 2002, the decision was taken by Visa Europe to develop a spons ...

ABN AMRO's sponsorship investment in the Volvo Ocean Race (VOR) shows the growing importance of internal communications and employee engagement in sponsorship, and also highlights the need for profess ...

Few sectors are as competitive, and dependent on effective brand marketing, as the car market. In order to develop a set of clear and distinctive brand attributes, not historically associated with the ...

This case study looks at Pringles strategy during the 2006 FIFA World Cup, which was based upon The Pringles Dream Team and its website, www.pringleskeepyuppy.com. Due to the prohibitive cost of offic ...