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B2B or not B2B? Dissecting the power of business to business sponsorship
Sponsorship, for the most part, is a consumer-facing business – used to drive brand engagement, brand affinity and sales among mass audiences. But there is also an important b2b dimension to sponsorship, which the UK Sponsorship Awards (UKSA) recognises with its dedicated Business to Business Sponsorship category.
As the UKSA criteria explain, the crux of this category is to reward sponsorships which have “helped a business organisation or corporate entity reach out to businesses, public sector stakeholders and/or high net worth individuals”. At the same time, this category is interested in “how the sponsorship has influenced the company's relationship with its employees (greater loyalty, improved productivity, etc.)”.
Sometimes b2b sponsorships are standalone initiatives, which have no consumer component at all. But just as often they are a strand within a larger partnership. So while the F1 fanbase (to cite one example) is primarily targeted through media, promotional and trackside activations, the b2b component will revolve around a series of corporate hospitality and employee engagement initiatives. For the purposes of the UKSA entry process, either flavour of sponsorship is welcome to enter.
So what does a Business to Business Sponsorship look like in practice? To answer that question, we’ve looked back at some of the recent winners and finalists in this category to illustrate some of the approaches taken by leading brands (please note that some of these are historic partnerships which may no longer be active).
Connecting with business leaders: Working with Premiership Rugby and Pitch, risk management company Gallagher created a programme called the Gallagher Leaders Scrum. Designed to find eight leaders with a proven track record of making the right call to help protect and grow their business, the programme helped build relationships with Gallagher’s core audience. While a major enticement to get involved was a series of exclusive rugby and business experiences, the programme also offered some valuable mentoring, networking and coaching events and workshops.
Key takeaways: Sports like rugby are powerful platforms for building b2b-centred programmes; informative content over and above prizes/hospitality can make b2 programmes stickier; a mix of live and virtual touchpoints works well.
Inspiring the team: Sponsored by TeamViewer and entered by WeAreFearless, Find Your Better was about building on brand awareness successes achieved through partnerships with Manchester United FC and Mercedes F1. To get to the next level, TeamViewer wanted a cut-through strategy that could galvanise its team, drive consideration amongst prospects and increase customer loyalty. In a product-led market where functional advantages are rapidly eroded, TeamViewer focussed on the emotional benefits of collaboration. The result was increased employee motivation, and significant gains in customer loyalty among Enterprise-size businesses.
Key takeaways: A well-constructed b2b sponsorship can achieve multiple objectives – inspiring employees while also deepening relationships with clients; emotion is as much a part of b2b sponsorship as b2c – employees and clients need to feel as energised and excited as fans.
Generating brand cut-through: Entered by MKTG Sports & Entertainment, Driving a Changing World was an F1-themed programme designed to support Workday, a company that provides cloud applications for finance, human resources, and planning. Outspent by rivals, Workday was looking for an efficient way to reach its target audience of C-Suite business leaders. By bringing its F1 partnership to life through multiple marketing channels, Workday delivered its most successful European marketing campaign to date. The ground-breaking partnership resonated with a highly engaged C-Suite fanbase and employees, achieving robust revenue growth.
Key takeaways: B2B sponsorship can be a cost-effective way of achieving cut-through; the right choice of partner can reflect well on the brand.
Embracing DEI as part of b2b strategy: Working with Right Formula, Vodafone Business partnered with the Rugby League World Cup in 2021. As official technology partner, the alliance helped Vodafone Business to build greater brand awareness, reward customers, partners, and employees, and engage with local communities. Another key element was the opportunity to articulate the brand’s diversity and inclusion credentials. At the time, the company said the RLWC “is a champion for diversity and inclusion, and we share those values and beliefs at Vodafone.”
Key takeaways: B2B sponsorship can be used as a way to give back to employees, through tickets. It is also a way to register a commitment to DEI.
Leveraging mass participation to support b2b goals: Sponsored by Deloitte and entered by Threshold Sports, Ride Across Britain was all about turning the iconic Land’s End to John O’ Groats cycle ride into a prosocial mass participation event. Launched in 2008, the partnership showcases Deloitte’s commitment to CSR, generates more than £1 million for partner charities and provides a platform to engage with employees, more than 1000 of whom take part in the ride.
Key takeaways: B2B sponsorship is a useful way to showcase a company’s CSR agenda; it can also be linked effectively to charitable fund-raising; mass-participation event are also eye candy for local and national media.
Using creativity to convey messaging: The Morgan Stanley Garden at the RHS Chelsea Flower Show was a finalist in the b2b category a few years ago. The partnership was an opportunity for the brand to work with one of its charity partners to actively demonstrate its 'Giving Back' value. At the same time, the sponsorship provided one of the year’s must-attend corporate hospitality occasions.
Key takeaways: This is the kind of event business leaders might take their partners/families to, giving it a different vibe to some other opportunities; there is an eco-message embedded in an event like the Chelsea Flower Show; this partnership also has a subtle message about brand-powered creativity.
Delivering game-changing opportunities: Sponsored by DHL and entered by DHL & Something Big, the DHL Fashion Potential Award recognised, supported and rewarded emerging British fashion brands with the drive to take their products to new, international markets. The Award gave four British fashion businesses mentoring support with one winner receiving £20,000 to boost their international growth.
Key takeaways: B2B sponsorship isn’t just about mega-corporations. It’s also a way to connect with emerging businesses and SMEs, sectors that sometimes go under the radar; awards can be a very effective b2b sponsorship platform.
Showcasing tech capabilities: Sponsored by Infosys and entered by Bright Partnerships, Infosys and the ATP worked together to reinvent the game of tennis for players and fans through digital technology and AI platforms. Infosys also built a compelling hospitality experience to enhance customer relationships and showcase their technology. Surveys completed by customers showed that event attendees felt more connected with their Infosys relationship manager as a result of this partnership.
Key takeaways: B2B sponsorships can provide the breathing room necessary to explain how tech works face to face; if the quality of hospitality is good enough, then it is possible to generate insightful feedback.
Interested in entering the UK Sponsorship Awards? The 2025 edition of this prestigious annual event is now open for entries. Visit the UKSA website for more details.
