Hollis Sponsorship Bulletin

Liverpool Football Club has added tool manufacturer Stanley Black and Decker to its commercial partners roster. Stanley Black & Decker Inc will become the Club’s Official Partner in the Tools and Security categories on a worldwide basis.

Stanley Black & Decker Inc has been raising its profile globally through the Barclays Premier League during the past two seasons. Ian Ayre, Liverpool FC’s Managing Director, said: “The Stanley Black & Decker brands enjoy great heritage and tradition, much like Liverpool FC, and we look forward to working with Stanley Black & Decker on a global basis.

“Stanley is an excellent organisation and fits very well into our family of sponsors and we are proud to join them and help take their engagement with football fans to the next level. The deal comes at an exciting time for Liverpool FC as we continue to announce a number of new partners which will strengthen our commercial business.”

Scott Bannell, VP of Global Corporate Brand Management for Stanley Black & Decker, added: “This partnership with Liverpool FC will play an important role in continuing to effectively promote the Stanley Black & Decker portfolio of brands, and we are excited to now be a part of the Liverpool FC family.”

Lighting Up London is a spectacular opportunity to become the exclusive sponsor of lighting up Buckingham Palace during this year’s festive period. Conceived and executed by Ten Alps Founder Bob Geldof, and with permission from Her Majesty, The Queen, the company will once again project the Union Flag and a series of celebratory patriotic images onto Buckingham Palace between December 22nd 2011 and January 2nd 2012, from dusk until midnight.

This year’s illuminations follow the success of the inaugural ‘Lighting Up London’ project that was sponsored by Orange in December 2003. The massive international press attention, which focused mainly on the Buckingham Palace projections, far exceeded Orange objectives, which were to generate publicity for their brand at Christmas, a time when mobile phone sales are traditionally high.

The summary of all the TV coverage is on the following link:

To see the full presentation please click here

With the Olympics and The Queen’s Diamond Jubilee being celebrated in 2012, this provides a perfect opportunity for a series of celebratory patriotic images. Front-page coverage of the campaign was achieved in most of the national press, including hours of national TV exposure. Media Proof, who concluded the campaign concluded the campaign delivered over £1.7 million of PR, reached a global audience of 169 million individuals and sponsor enjoyed a staggering 52% of brand exposure.

The sponsorship package includes a dedicated PR resource to drive the campaign through the media and the installation of a mini pavilion in the vicinity of Buckingham Palace.

Further information
To discuss the unique and exclusive opportunity, contact:
Sunil Singh
Ten Alps Media
E: sunil.singh@tenalps.com
T: 020 7878 2327

Responding to change within the sponsorship industry, the Hollis Sponsorship Awards team has added and adapted a number of its categories. The biggest change is the expansion of the media category to reflect development across all media including digital – entrants can now enter TV Sponsorship, Print and Radio Sponsorship and Digital Activation. Within the cultural arena, we have split Entertainment & Event Sponsorship out of Arts Sponsorship to give these projects their own distinctcategory.

Please visit http://www.sponsorship-awards.co.uk/categories to review all the categories. If you need any assistance, please do not hesitate to contact us either by email(info@sponsorship-awards.co.uk) or call us on 020 8891 1067.

Jackie Fast, managing director of Slingshot Sponsorship, has won the Young Entrepreneur of the Year Award at the Camden & Islington Business Awards in London. The category was open to business owners who have shown exceptional business acumen and achieved consistent business growth since launching.

Slingshot Sponsorship is a strategic sponsorship agency based in central London. The sponsorship agency works with brands such as Haymarket, London Irish Rugby Club, the BBC, Mencap and others to manage and develop sponsorship rights. The main focus is on creating long term partnerships with a common goal.

The final ESA Skills Workshop of 2011 – Sponsorship Effectiveness – will take place on Tuesday 8th November at the offices of Lewis Silkin, London.

The session will include Chris Marking, Head of Sponsorship Strategy, AEG Global Partnerships, who will present AEG’s proprietary approach to evaluating sponsorship properties. This will involve developing a pre-sales evaluation through to evaluating and placing a value on all elements of a property and then reviewing the value during the term of the sponsorship. The evaluation process includes clearly indentifying the main sponsorship assets, understanding and placing a value on each of these elements and then ultimately creating saleable packages.

Chris will be joined by Antony Marcou, Managing Director, Sports Revolution, focussing on using social media as a research tool, as well as having a closer look at Digitar, a tool they have developed to measure and evaluate digital elements of sponsorships.

To book onto this evening event please contact the ESA Office via email or T: 0208 390 3311.

The UK’s largest one-day sponsorship conference, Think!Sponsorship, is back for its 16th event on the 11th November 2011 at the Barbican Centre, London. The conference, titled ‘The Sponsorship Effect’ explores the changing face of sponsorship activation. Over 180 delegates have confirmed their attendance including RBS, UBS, Lebara Mobile, Santander, Holiday Inn, QBE, LV=, BMW, Tesco’s, Lloyds Banking Group, Sony Ericsson, Barclaycard and many more!

With less than three weeks to go places are limited so take advantage of your special Hollis Sponsorship Awards member rate of just £235 + VAT when using the code Awards1.

The conference is recognised as ‘the trade meeting ground for sponsorship in the UK’ and has hosted over 3,000 conference attendees since its inception in 2003. Dynamic, relevant & topical programmes facilitate thought-provoking & interactive sessions which are led by industry experts. The content programme is accompanied by structured networking sessions that marry likeminded organisations with one another to ensure maximum return on investment from the day.

The content of this Autumn’s conference is focusing on activation, and includes sessions on the impact of digitalisation on the activation cycle, the role of ‘rewards’ within customer management and retention, creative and effective brand ambassador programmes, maximizing return on investment from low budget activation activity and much more!

Confirmed speakers at the conference include:
• Pam Pines, Marketing Manager, Evian & Badoit, Danone Waters
• Kirsty Band, Brand Manager, Cadbury’s Plc
• Stephen Vaughan, Managing Director, London 2012 Partnership, Thomas Cook
• Nathan Homer, Sports Marketing & Olympics Project Director, Procter & Gamble
• Laura Pollard, Sponsorship & Events Manager, Vodafone
• Theo Gupta, Head of Artist Partnerships,Nokia
• Andy Lulham, Head of UK Sports & Marketing PR, Betfair
• Emma Rines, Brand Manager, innocent drinks
• Daniel Mathieson, Head of Sponsorship, Barclaycard
• Mark Osikoya, Head of Marketing Assets, Coca-Cola
• Andrew Douglass, CEO, Innovision
• Jenico Preston, Sponsorship Manager,British Fashion Council
• Sharon Canavar, Chief Executive, Harrogate International Festival
• Tove Okunniwa, Managing Director,MEC Access UK & Global Solutions
• Jamie Barnard, Digital Legal Council, Unilever

Places are filling up fast with over 180 delegates already booked and sell out events for the previous 3 conferences. Book your Hollis Sponsorship Awards member rate ticket for just £235 +VAT by clicking here using the code Awards1, e-mail catherine@thinksponsorship.com to reserve your place or visit the website at www.thinksponsorship.com for more information.

The Arts & Business Scotland 25th anniversary Awards winners have been announced at a ceremony at the Music Hall in Aberdeen. The event is held each year to recognise the most outstanding and creative partnerships between business and arts organisations.

Barclay Price, Director of Arts & Business Scotland, said: “Scotland has a powerful track record in creativity and innovation that enriches our culture, our communities and our quality of life. These imaginative sponsorships are superb examples of the mutual benefits of business support for the arts, as well as giving recognition to the hard work and commitment shown by many to the wide variety of dynamic arts projects thriving throughout Scotland. From projects working with young carers in areas of social deprivation to world class international flagship arts events, businesses, large and small, continue to see the commercial and community benefits of investing in Scotland’s culture.’

The full list of Awards made:
Community (sponsored by McGrigors LLP)
For a partnership that has encouraged specific community engagement with the arts
Winner: Scott + Co & Citizens Theatre
Commended: ScottishPower & National Theatre of Scotland
Commended: Shell UK Limited & Theatre Modo together with Reaching Out Project
Sponsorship by a Small Business (sponsored by Bank of Scotland)
For a sponsorship by a company with less than 50 employees
Winner: Ludometrics & Cryptic
Commended: Tsuko Limited & The Royal Edinburgh Military Tattoo
Young People (sponsored by Aberdeen Asset Management)
For a partnership that has harnessed the power of the arts to engage young people
Winner: TAQA Bratani Limited & Moving Flicks
Commended: Scottish Friendly Assurance & Scottish Book Trust
Commended: Cairn Energy PLC & Traverse Theatre
Commended: Riverside Inverclyde & The Glasgow School of Art
New or Returning Sponsor (Sponsored by Allander Print Limited, Whitespace)
For an arts sponsorship by a business sponsoring the arts in Scotland for the first time or returning to sponsorship after a number of years
Winner: Brooks Brothers & Scottish Ballet
Commended: FirstGroup plc & Glasgow Life
Commended: Barnetts of St Andrews & The Byre Theatre of St Andrews
Cultural Branding (Sponsored by Shell U.K. Limited)
For a partnership that has reinforced the branding and marketing activity of a business through the use of culture
Winner: BNY Mellon & National Galleries of Scotland
Commended: The Ubiquitous Chip & UZ Arts
Commended: Reid & Scottish Ballet
Sustained Partnership (Sponsored by TAQA Bratani Limited)
For an established, ongoing partnership that continues to set standards in creative arts-business collaborations
Winner: Bank of Scotland & Edinburgh International Festival
Commended: The Royal Bank of Scotland Group & The Royal Edinburgh Military Tattoo
Commended: ScottishPower & Glasgow Life – Celtic Connections
Creative Scotland Award for the support of Talent (sponsored by Creative Scotland)
To an individual or organisation that has made a special contribution to nurturing creative talent in Scotland
Winner: Caroline Bowditch
Aberdeen City Arts Award (Sponsored by Aberdeen City Council)
For an individual or organisation that has made a special contribution to the arts in the city
Winner: Ian McKenzie Smith
Leadership (Sponsored by Chevron Upstream Europe)
For an individual who has shown outstanding leadership in the arts during 2010
Winner: Lady Susan Rice
Philanthropy
For outstanding support of an arts project by an individual
Winner: Andrew W Paterson for his support of the John Byrne Award (schools competition)

BT has become the Official Communications Services Partner of St George’s Park, the first of a number of tiered partners of The Football Association’s new National Football Centre, under development in Burton upon Trent.

In a five year, multi-million pound agreement, coaches, players and business users of St. George’s Park will all benefit from a state-of-the-art, high-speed BT iNet voice and data network plus BT Openzone Wi-Fi.

David Sheepshanks, Chairman of St. George’s Park, said: ““St. George’s Park will be at the very centre of coach education and young player development and for The FA to be delivering its philosophy and agenda it needs the very best technology infrastructure and facilities. We look forward to working closely with BT.”

Graham Sutherland, Managing Director, BT Business, said: “We are very proud to support St. George’s Park and to help The FA develop the next generation of sporting greats. With the best communications technology at the heart of this project, English football can build a competitive advantage on the field.”

Rob Ray, Group Director of Digital & Information Technology at The Football Association, said: “St. George’s Park is designed to be cutting edge in every way and technology is a key component, making this partnership with BT all the more exciting. There is little doubt that they are best placed to deliver this expertise and we are delighted to be able to partner with them to enhance St. George’s Park’s status as a centre of sporting excellence.”
broadcast services support The FA Cup, Wimbledon and Rugby Union, among 3,500 headline events, each year.

BT joins a growing list of commercial partners, headed by lead partner Umbro, as well as Hilton Worldwide. The centre is on track to open in the summer of 2012.

The international sponsorship code of ethics which is used around the world as the basis for creating local and national legislation across the industry has been updated. It is a distinct chapter within the International Chamber of Commerce (ICC) Consolidated Code of Advertising and Marketing Communications Practice, a world-wide agreement for marketing best practice.
The European Sponsorship Association played an integral role during the year long negotiations with the ICC around their updated code, ensuring that the worldwide sponsorship industry’s views were well represented in the discussions. Helen Day, ESA’s Head of European Policy said: “The changes embrace the growing reach of our industry, now incorporating sponsor-owned properties and the sponsorship elements of CR programmes, as well as giving further clarity to the controversial issue of ambush marketing. ESA is proud to have been instrumental in co-ordinating views of the industry across Europe and helping to clarify responsible behaviour within the sector today.”
The major updates are:
• Sponsor-owned properties are now included in the code.
E.g. when sponsors create and own, for example, a golf tournament, and then present themselves as its sponsor they will now fall within the remit of the code.
• Corporate social responsibility (CR) programmes with a sponsorship element are now included in the code.
E.g. when a company’s CR programme includes sponsor benefits they are now included in the code.
• Responses to ambush marketing should be proportionate and not impact on the general public.
The code has always stated that brands should not pretend to be sponsors when they were not. This change urges property owners and sponsor brands not to over-react to ambush marketing and to bear in mind how their response will affect event audiences.
Full details of the sponsorship code can be found at www.codescentre.com/index.php/icc-code/chapter-b-sponsorship/46-article-b1-principles-governing-sponsorship.

Former Number 10, NHS, COI and Directgov digital adviser Colin Burgess has been appointed Head of Content Strategy at Synergy Sponsorship to service brands’ increasing demand for integrated content solutions within their sports and entertainment marketing.

Burgess began his career as a producer for Discovery Channel before moving into digital in 2002, since when he has worked in both the private and public sectors. His achievements to date include launching three interactive TV channels: producing over 20 Government and blue-chip commercial web services; strategic digital reviews and planning for Number 10, NHS, COI and Directgov; and digital marketing campaigns for adidas, EMI, MTV and Nike.

Burgess joins the management team at Synergy to lead all content initiatives, with a particular focus on digital innovation. CEO at Synergy, Tim Crow said: “The ability to plan and deliver integrated content solutions is now critical to the success of brands’ sports and entertainment marketing, and the addition of Colin to the team makes us best in class. He will be invaluable to the business and to our clients and I’m absolutely delighted that has joined us.”

Colin Burgess, Head of Content Strategy commented: “I’m really excited about working with Synergy and bringing my ideas and creativity into a new sphere to produce ground breaking content, with social engagement at its very core. When I was looking at getting into sponsorship, Synergy stood out as being ahead in the digital arena and recognising that content innovation is critical to the success of brand marketing.”