Sports Marketing

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adidas’ “The Return” Utilizes YouTube Mini-Documentary Film Series to Fulfill Dreams and Inspire Consumers

Lia Vakoutis, head of digital strategy, sport performance at adidas America, Inc., and Fidel Parente, senior vice president, managing director at Carat Santa Monica, discussed adidas’ mini-documentary YouTube film series, “The Return of D. Rose.”

Networked Insights: CMO Guide to Super Bowl Marketing

In this report Networked Insights examines real-time Super Bowl social data and discusses how marketers can utilize similar data to gain a competitive advantage with strategic planning for special events and ongoing marketing efforts.

Sports Marketing: A Slam Dunk

This Insight Brief contains case studies from ANA members, such as Budweiser, Western Union, PNC Financial Services, and Whirlpool, as well as best practices for moving into the sports marketing arena. An in-depth look at advertising spending during the 2012 NCAA March Madness men’s basketball tournament is also included.

HSBC: Banking Giant Recalibrates Sponsorship Strategy to Support Evolving Business Objectives

As a result of the 2008 economic collapse, HSBC has scaled back its sponsorship partnerships with local properties in favor of ties with a handful of international sports leagues and events.

IEG Category Update: Laundry Detergent

Led by Tide, laundry detergent brands are increasing their use of sponsorships in order to promote products in relevant environments, tout brand attributes, and gain platforms for retail promotions.

Liberty Mutual Expands Global Portfolio

Liberty Mutual has announced that it will be a sponsor of the U.S. Olympic Committee and the 2014 FIFA World Cup, according to IEG.

Western Union Gets Better with Sponsorship

Western Union has acquired some international sponsorship platforms in order to support its new global brand campaign, according to IEG.

Making a Splash

A number of prominent brands were honored at the 12th Annual ANA Multicultural Excellence Awards. Learn how Heineken, XOOM, and Ford successfully connected with multicultural audiences.

Boston Bruins Launch a Digital Network to Connect with Fans

Jen Compton, vice president of marketing, Boston Bruins and TD Garden, discussed how the Bruins became the first professional sports team to create a digital entertainment network.

KitchenAid: How a Brand Sponsorship Can Help Change a Community

Deb O’Connor, senior manager, brand experience, Whirlpool Corporation, shared how the KitchenAid brand's presenting sponsorship of the Senior PGA Championship not only created new customers and increased awareness for the KitchenAid brand, but is helping to transform a community in need.

KitchenAid: How a Brand Sponsorship Can Help Change a Community

Deb O’Connor, senior manager, brand experience, Whirlpool Corporation, shared how the KitchenAid brand's presenting sponsorship of the Senior PGA Championship not only created new customers and increased awareness for the KitchenAid brand, but is helping to transform a community in need.

The Social Olympics: Social TV Insights and Analytics

Anjali Midha, VP of insights and analytics, and Tom Thai, VP of marketing, Bluefin Labs, shared social TV analytics for the London Olympics and Olympic advertisers.

The Social Olympics: Social TV Insights and Analytics

Anjali Midha, VP of insights and analytics, and Tom Thai, VP of marketing, Bluefin Labs, shared social TV analytics for the London Olympics and Olympic advertisers.

Procter & Gamble: Delivering Value to Its Customers

Marc S. Pritchard, Global Marketing & Brand Building Officer, Procter & Gamble (P&G), discussed how P&G is winning brand elections.

Procter & Gamble: Winning Brand Elections

Marc S. Pritchard, global marketing & brand building officer, Procter & Gamble, discussed how P&G uses insights, product development, and marketing communications to provide value to its customers.

Procter & Gamble: Winning Brand Elections

Marc S. Pritchard, global marketing & brand building officer, Procter & Gamble, discussed how P&G uses insights, product development, and marketing communications to provide value to its customers.

PNC Banks on Sponsorship to Support Growth Ambitions

PNC Financial Services Group has acquired a number of new sponsorship ties ranging from pro sports teams to endurance sports and community events, according to IEG.

Chevy Game Time App

To engage the Super Bowl audience who are more into ads than the game, Chevy developed an app that encouraged second screen viewing while also giving fans the chance to win a new car during the big game.

FedEx Shazam

FedEx and Shazam partnered to dominate the mobile screen during Super Bowl XLVII in 2013.

Keeping it Fresh: New Inventory Key to Budweiser/MLB Renewal

Budweiser and Major League Baseball (MLB) kept their long-term relationship exciting by adding two new elements to their sponsorship arrangement, according to this report from IEG.

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