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sponsorship

How Hyrox built a $130 million brand by turning fitness into a marketing engine

sponsorship sporting events sports marketing By Marielle Descalsota

In eight years, Hyrox grew from a 700-person debut in Hamburg to a defining sports marketing story in Asia-Pacific. Campaign breaks down the brand strategy behind fitness's fastest-growing phenomenon.

Why Airwallex takes up sports to challenge B2B marketing norms

airwallex arsenal lando norris mclaren sponsorship sports By Robert Sawatzky

The fintech firm’s latest ad, timed for the F1 and Ryder Cup, sees McLaren driver Lando Norris taking a swing at legacy banking headaches.

Will Olympic glory translate to more brand investment for women's sport?

gender sponsorship sports sports marketing By Matthew Keegan

A women-dominated Olympics is fuelling optimism in increased brand endorsements for women's sport. Campaign explores why marketers who have the foresight to invest in female athletes now will reap the biggest rewards.

Yeo's CMO on partnering with Olympic medallist Max Maeder

sponsorship sports marketing By Matthew Keegan

Ang Chong Lee talks exclusively to Campaign about why Yeo's decided to take a bet on Singaporean athlete Maeder, and the opportunities in sports marketing for brands.

Paralympics: Opportunities and lessons for brands

dei sponsorship sports sports marketing By Matthew Keegan

The Paris Paralympics look set to achieve record-breaking audience reach and ad sales. Campaign explores the unique opportunity it offers brands, sponsors, and advertisers to make a meaningful impact during the main event and beyond.

Toyota set to end $600 million Olympic sponsorship deal

sponsorship sports By Staff Reporters

The Japanese giant is seeking to end its nine-year tenure with the Games, after becoming the first automaker in the world to sign a top-tier sponsorship contract in 2015.

How brands are going for gold at the Paris Olympics

sponsorship sports sports marketing By Matthew Keegan

Campaign explores how Asian brands are maximising ad spend at the mega sporting event, the keys to a winning marketing strategy, and the best platforms to engage young fans.

Why Hong Kong's AIA Carnival is becoming a sponsorship powerhouse

sponsorship By Matthew Keegan

After a four-year hiatus, the AIA Carnival has returned to Hong Kong's harbourfront with no shortage of visitors and interest. Campaign explores how sponsors have proved critical to the event's continued success.

APAC marketers navigate ethical challenges amid global surge in sports media spend

sponsorship top of the charts By Staff Reporters

TOP OF THE CHARTS: WARC's latest insights reveal five key trends impacting marketing leaders today, including the challenge of overcoming "sportswashing" as media investment rises in the industry.

Why brands need to play catch up when it comes to opportunities in women's sport

influencers social media sponsorship By Matthew Keegan

The FIFA Women’s World Cup 2023 was a turning point for women's sport, but while some brands are capitalising, others are still slow to recognise the opportunities to reach a highly engaged audience.

Qatar's time-zone makes it conducive for Budweiser consumption in India: Vineet Sharma

budweiser sponsorship By Raahil Chopra

The VP, marketing - South Asia, AB InBev, explains why he expects consumption to increase during the tournament, the recent foray into the whiskey category and more.

Is the World Cup worth the investment for brands?

football sponsorship sports sports marketing By Alison Weissbrot

Between human rights violations, a corruption scandal and a global recession, the 2022 FIFA World Cup soccer tournament poses a tricky balancing act for advertisers.

What are Chinese sponsors hoping to get out of the World Cup?

china football sponsorship sports sports marketing By Matthew Keegan

Chinese brands are the biggest-spending sponsors at the 2022 Qatar World Cup. But with a tournament dogged by controversy, will it deliver the results brands are hoping for?

How should marketers approach the Qatar World Cup?

football sponsorship sports sports marketing By Surekha Ragavan

With rising global inflation and economic uncertainty, Campaign explores the opportunities and challenges facing brands as one of the busiest times of the year collides with a major sporting event.

Oppo extends interest in sports marketing with UEFA deal

oppo sponsorship sports marketing By Staff Reporters

Chinese electronics brand signs up with European football body across different competitions, including the Champions League for the next two seasons.

Teeing up your brand for sports partnerships

sponsorship sport sports By Penelope Siraj

The 11 questions every brand should ask when preparing to team up in sports, according to this R3 media consultant.

Toyota pulls Tokyo Olympics ads

sponsorship By Staff Reporters

The top partner cited lack of public support in its decision to not air sponsorship ads, as the Olympic Village reports its fourth Covid case.

The moon is (soon to be) open for business

Dentsu japan sponsorship By Matthew Miller

Ispace, a Japan-based commercial venture that counts Dentsu among its strategic partners, today announced it's one step closer to putting a lander on the lunar surface next year—with brand sponsors along for the ride.

Mastercard enters five-year partnership with World Rugby women’s game

mastercard raja rajamannar sponsorship By Fayola Douglas

The deal aims to accelerate the development of Women in Rugby.

In reverse decision, Vivo set to leave as IPL lead sponsor

cricket ipl sponsorship vivo By Staff Reporters

Amid a public outcry over Chinese-Indian tensions, reports say Vivo is now likely to quit as lead sponsor of the tournament.

Brand investment in esports heads toward $1 billion, with Asia leading consumption

adspend asia esports gaming sponsorship streaming top of the charts twitch warc By Staff Reporters

Asia leads the world in consumption of both esports content and overall gaming content, including livestreaming, according to a new forecast from Warc.

While many live sports are still paused, your sports strategy shouldn't be

sponsorship sports sports marketing By Josh Spiegelman

"Historically in times of crisis, sports have played a vital role in healing and unifying."

BMW banks on esports to be relevant among younger demographic

esports sponsorship sports marketing By Surekha Ragavan

New global partnerships signal an aggressive push for the brand to appear ‘younger’.

Making her Olympic debut: Hello Kitty

sponsorship tokyo olympics 2020 By Elaine Underwood

Sanrio character's Team USA sponsorship includes promoting inclusivity along with apparel and toys.

Airbnb to sponsor Olympics and Paralympics to 2028

sponsorship By Daniel Farey-Jones

Accommodation business becomes top-tier partner alongside likes of Coca-Cola and Visa.

Why Oppo is pursuing the esports audience

esports oppo sponsorship

The Chinese brand has developed smartphone functionality specifically for the gaming audience.

Dentsu appoints Mike Nakamura to create DAN Entertainment & Sports

Dentsu sponsorship sports sports marketing By Ben Bold

Nakamura's appointment is another sign of Tim Andree's 'one Dentsu' vision.

Urban sports give brands an exciting alternative from the norm at Tokyo 2020

sponsorship sports marketing By Kirsty Bouwers

Sponsors testing the waters in this relatively low-cost, high-engagement area need to take extra care to strike the right tone.

Dentsu wants brands to display their ‘skeletons’

Dentsu experiential marketing sponsorship By David Blecken

Sponsors of the international Suke Suke Exhibition will have a chance to engage people by showing the inner workings of their products.

Marina Bay Sands appoints Lagardère Sports as sponsorship consultant

singapore sponsorship By Staff Writer

The integrated resort will leverage the agency’s services for commercial opportunities.

Uniqlo advances as a sports brand with Swedish Olympic deal

sponsorship sweden Uniqlo By David Blecken

The agreement covers Tokyo 2020 and Beijing 2022.

AccorHotels seals partnership with Tennis Australia

australia sponsorship sports By Staff Writer

The hotel group wants to capitalise on the Serena Williams effect at the Australian Open.

Jumping on the esports bandwagon

airasia esports sponsorship sports By Surekha Ragavan

A lesson from AirAsia in engaging with the gaming community.

What's that jumble of Chinese characters at the World Cup?

branding china football marketing roi sponsorship vivo By Jenny Chan 陳詠欣

Your comprehensive guide to the official and unofficial Chinese sponsors on display at the World Cup — and what their presence says about China's long-term football ambitions.

The unofficial route to World Cup glory

sponsorship sport By Wali Khan

Winning through content creation: The case for not becoming an official FIFA World Cup partner.

World Cup ROI not a major concern for Chinese smartphone maker Vivo

BBDO branding china football marketing roi sponsorship vivo weber shandwick By Jenny Chan 陳詠欣

The Chinese smartphone maker, which kicked off its 2018 Russia World Cup branding blitz last night in Beijing, says it is in the game for the long haul.

Hyundai’s Olympic experience is dark. Extremely dark.

automotive hyundai sponsorship By Robert Sawatzky

Built in a bid to change its brand perception, the Korean automaker’s striking pavilion in PyeongChang is turning heads.

PyeongChang 2018: Dangers and opportunities for brands

branding sponsorship By Lauren Evans

Thinking of congratulating an athlete on social media? Beware the Olympic Committee's Rule 40.

Behind Visa's vision of a cardless Winter Games

financial services sponsorship visa By David Blecken

With PyeongChang 2018 just around the corner, the sponsor is making big bets on wearable technology and sound to stand out as a financial services innovator at the event.

Brand break-up: When event sponsorship goes wrong

jack morton mcdonalds sponsorship By Kim Benjamin

McDonald’s recently ended its 41-year-long sponsorship of the Olympic Games. Here's what we can learn.

Gay Games seeks more local sponsors for Hong Kong event

sponsorship By Soon Chen Kang 江欣珍

The games will be held on Asian shores for the first time come 2018.

Tokyo 2020 innovation chief hopes technology can augment Brand Japan

sponsorship technology tokyo 2020 By David Blecken

Olympic sponsors have a key role to play in restoring Japan’s position at the forefront of global technological progress.

Big brands lead engagement in Asia F1

advertising asia f1 japan malaysia singapore sponsorship By Faaez Samadi

Conversation around brands was closely tied to decisions over keeping F1 races in Singapore and Malaysia, according to research from Meltwater.

Photos: CIMB Bank sponsors first Color Run Night in Singapore

marketing singapore sponsorship By Staff Reporters

More than 9,000 runners participated in the inaugural night edition of The Color Run in Sentosa Saturday night, presented by CIMB Bank.

Sports marketing in Asia: "It's not the future, it's now"

esports f1 football sponsorship sports By Robert Sawatzky

Social livestreaming, drones and eSports may be poised to take off, but with the next three Olympic games all set in this region, traditional sports sponsorships and local events still promise big growth potential for larger brands, says global agency CSM.