Hollis Sponsorship Bulletin

brandmeetsbrand has brokered a campaign between UK digital radio station Jazz FM and TomTom. The one month deal (November-December) will help to promote TomTom’s retail Christmas offer of £30 towards a customer’s Christmas shopping when they purchase a TomTom LIVE device.
The competition will require listeners to submit their Christmas journeys, and those selected will have their journeys planned for them live on air using TomTom’s HD Traffic information.

Karen Morris, director of brandmeetsbrand, said: “Audience interaction is a fantastic way of promoting TomTom’s HD Traffic.”

“We are thrilled to be working with TomTom this December. With this new partnership, the masters of the highways help us to navigate the increasingly complex road systems in the run up to Christmas, whilst we can help navigate the wonderful world of jazz. It’s a match made on the motorway.” says Jo Coltman, Director of Sales at Jazz FM.

Lyndal Newman, UK marketing manager, TomTom, added “Research we released earlier in the year proved how stressful sitting in traffic can be. By providing the fastest route through the traffic using HD Traffic, we can help Jazz FM listeners avoid this added tension at one of the most stressful times of the year.”

Warrington Wolves has secured Emirates Airline as the title sponsor of their 2012 pre-season tour to Australia. Commencing on the 7th January, the 23-day tour will culminate in ‘the Wire’ taking on Russell Crowe owned South Sydney Rabbitohs, in a pre-season warm-up match at Redfern Oval.

Emirates’ sponsorship portfolio now includes partnerships with the IRB (International Rugby Board), FIFA (Fédération Internationale de Football Association) and the ICC (International Cricket Council) and the airline is linked to some of the world’s leading sport events.

As well as exclusive naming rights to the tour, the ‘Fly Emirates Tour 2012’ will see the Emirates logo displayed on the training, leisure and playing apparel worn by a Warrington Wolves touring party comprising of 25 players and 11 staff.

Barclays Capital has extended its partnership with the Donmar Warehouse to support the purchase and conversion of rehearsal, education and administration space.

Under artistic director Michael Grandage’s tenure, the Donmar Warehouse has secured two major capital assets in purchasing both the theatre site on Earlham Street on a 125 year lease, and more recently, 1 Dryden Street, Covent Garden for rehearsal, education and office space on a 112 year lease. This marks a significant step for the charity and for the independent future of the Donmar as a producing theatre.

The Donmar, which, until now, hasn’t owned its own offices, education space, rehearsal rooms or theatre, has set aside reserves over the last few years to make capital purchases a priority. The revenue has been generated from many of Grandage’s productions staged outside the Donmar from Guys and Dolls to last year’s Red, and has enabled the company to build a designated capital fund under his tenure. This reserve coupled with a generous donation from the company ‘s long term principal sponsor Barclays Capital means work can begin on Donmar Dryden Street – a 19th century unoccupied warehouse, with the company due to take up residence in 2014.

The Donmar Warehouse currently has to rent a variety of different spaces across London for its rehearsal, auditions, office staff and education work. Donmar Dryden Street will become the company’s creative home and enable the company to continue to achieve all its artistic ambitions to the highest standards and also overcome many practical and financial constraints imposed by the present situation. The new building will allow the Donmar significantly to extend its education work for young people and students

Artistic Director of the Donmar Warehouse, Michael Grandage, said today, “In today’s marketplace, it isn’t quite enough to hand over a theatre with a strong reputation; it needs to have security as well. I am delighted that after nearly a decade at the helm, I leave the Donmar financially confident with two large capital assets at the centre of its portfolio. From owning nothing, the Donmar now looks to the future with its own theatre, rehearsal space, education space and office space occupying these two prime sites in Covent Garden. I am indebted to all the people and sponsors including Barclays Capital who have helped us realise this ambition over many years, not least members of the public who have supported us by attending our work in the West End and abroad.”

Rich Ricci, Co-Chief Executive of Barclays Capital, said, “Barclays Capital has a proud tradition of supporting and contributing to the communities in which we operate and we are delighted to have extended our partnership with the Donmar Warehouse. This is part of our wider programme to make a difference to our local communities and give our support to the arts.”

The Donmar has also received significant monies from parties including The Clore Duffield Foundation and Christina Smith to enable the purchase and conversion of Donmar Dryden Street.

International specialist bank and asset manager Investechas agreed to become the new title sponsor of Test Match cricket for the next ten years.
The sponsorship, which will run until 2021, is the longest sponsorship agreement secured in ECB’s history.

It will begin next summer when England take on the West Indies and South Africa. This will be followed by three home Ashes Test series against Australia in 2013, 2015 and 2019, and major tours by India in 2014 and 2018, Pakistan in 2016 and South Africa in 2017.

ECB Chief Executive David Collier said: “This is excellent news for all supporters of Test cricket and a further boost for our five-day game following the England team’s recent achievement in becoming the world’s number one ranked Test side.

“Investec are an established brand with extensive experience in the sports sponsorship field and we are delighted that they have made such a significant, long-term commitment to promoting Test cricket in this country.

“The extent of their investment reflects the fact that our five day game continues to command very significant audiences – both at home where we achieved record attendances for international cricket in 2011 and abroad where the England team is gaining increased exposure in markets such as Asia, South Africa and Australia.

“ECB has an excellent track record in developing and sustaining business partnerships across professional and recreational cricket and we look forward to working closely with everyone at Investec over the coming decade.”

As part of the agreement announced today, Investec will receive a comprehensive range of sponsorship and advertising rights which will include ticketing, hospitality and access to England players.

The London and Johannesburg-based firm becomes only the third company ever to sponsor Test Match cricket in this country and succeeds the energy provider npower whose ten-year association with English cricket concluded at the end of the 2011 season.

Raymond van Niekerk, Global Marketing Director of Investec, commented:
“Investec is delighted to announce this landmark ten year sponsorship of Test match cricket in England. The five day game requires intelligence, teamwork, adaptability and a strong competitive spirit; attributes that are closely aligned to Investec’s business values.

“We are excited to begin our sponsorship with England as the world number one team in the Test rankings, following their impressive defeat of India in the summer. Investec has an established track record of enhancing the sports events it is associated with and we look forward to working with the ECB over the coming years.”

This week on www.sponsorship-awards.co.uk we are showcasing the Sponsorship of the Year Trophy winning entry British Gas. To view the case study, simply click here. We will be adding other winning and shortlisted entries over the next week so please keep checking back.
First deadline for the Hollis Sponsorship Awards is the 16th of December with the absolute final deadline on the 23rd of January. For full details, please visit the site. Please be aware that we have added new categories and amended others. The Media category for example has been split out into three – TV Sponsorship, Print & Radio Sponsorship and Digital Activation.
For those who have not attended previous Sponsorship Awards Gala Dinners, please click here for a short video which will give you a taster of the evening with some comments from guests.
We are pleased to announce that we have two new partners – UK Sport and iSportConnect with whom we have linked up as a media partner. Full details on site.

The European Sponsorship Association (ESA) has launched new figures which reveal that the size of the European sponsorship industry is far larger than had previously been estimated.

ESA figures place the value of the 2010 European sponsorship market at €23.33bn. Previously, the value had been estimated at €9.54bn.
ESA’s figures cover all forms of sponsorship, excluding activation, for sports and non-sports across the 50 European Countries. The ratio of sport to non-sport sponsorships is 70:30 with an anticipated rise in non-sport activities and values expected as brands take a wider view of sponsorship.

ESA used its network of European sponsorship associations, key agencies and members across Europe to derive individual country data. To view the data, please click here.

To clarify the data, the following factors should be considered:

• Sponsorships and events taking place in specific individual European countries show spend of €22.8billion.
• Pan-European events which cross boundaries (UEFA Champions League, for example), have been shown separately, as spend is attributed by sponsors differently across their European networks.
• Europe also plays its part in global events – both in hosting and providing sponsorship monies from local offices. To take this into account, but shown separately, ESA has made the following assumptions based on the main two global properties:
o For the FIFA World Cup and the Olympic Games, sponsorship spend by global partners is assumed to be over a four year period for FIFA and two years (Winter and Summer Games) for the IOC. Europe’s contribution to these events has been equated to its GDP in relation to other continents, and where an event is hosted in Europe the contribution is increased
o All local sponsors for the FIFA World Cup or the Olympic Games when hosted in Europe, for example London 2012, will be allocated for the year before and the year of the event in the host market. Currently local sponsorship for London 2012 is in the region of £809 million and this will be allocated to the UK in 2011 and 2012

Moving forward, ESA intends to widen the reach for data collection, encouraging countries and agencies to provide data in the same format and enabling more local context. It is anticipated that, as more data is collected, the industry figures will broaden.
The ESA figures will be announced annually in November and their aim is that they will become the recognised source of European sponsorship market size now and in the future.

Global and national brands Arla, Aviva, Barclays, Compeed, McDonald’s, Nintendo, UniCredit,
Telefónica and The Lawn Tennis Association were crowned winners at the 2011 ESA European Sponsorship Awards last night.
On the international front, Compeed’s ATP World Tour sponsorship clinched the ESA Multinational
Award, ahead of Aviva and National Theatre Live, Heineken Global UEFA Champions
League, and Alltech FEI World Equestrian Games 2010, who received Highly Commended for its
global campaign.
Telefónica Ireland Ltd – The O2 Dublin claimed the coveted Business to Consumer Award,
beating strong competition from Aviva (athletics), British Gas (swimming) and Guinness
(International rugby). Arla Foods’ educational campaign won the prize for Business to Consumer
Low Budget.
In the new 2011 category, Business to Consumer – Media, where campaigns are activated
predominantly through a media or digital channel, the Nintendo Telegraph campaign received the
top accolade ahead of Heineken Star Player, Xperia™ X10 mini FIFA World Cup, and
Specsavers TV Book Club, which was Highly Commended.
Barclays Cycle Hire scooped the top Business to Community Award while UniCredit’s Pass It On!
sponsorship received the accolade for best Business to Community Low Budget.
This year saw the introduction of a new Rights Holder Award. The category recognises how rights
holders can achieve their own objectives by partnering with an appropriate and responsive
sponsor. The Lawn Tennis Association was awarded the trophy for their achievements with
sponsor, AEGON and ParalympicsGB received Highly Commended for its partnership with
sponsor, BT.
In the Business to Business category, Aviva Premiership Rugby won the top award while in the
Business to Employee category, The McDonald’s Cup scooped the prize.
Entries were received from 10 European countries and assessed by an independent panel of
expert judges from across the continent. The standard of entries was extremely high for the nine
categories and the judges’ discretionary ‘Highly Commended’ awards were presented to five
campaigns.
Winning the Highly Commended accolades were: NYSE Euronext European Champions Fantasy
League (Business to Business), MAOAM meets SNO!ZONE (Business to Consumer Low
Budget), Specsavers TV Book Club (Business to Consumer – Media), ParalympicsGB (Rights
Holder Award) and Alltech FEI World Equestrian Games 2010 (Multi-national Award).

Barclays is investing in commmunity programme ‘Cycle into Work’ which aims to give disadvantaged Londoners the opportunity to find employment. The scheme, conceived and developed by London-based social enterprise Bikeworks, uses the power of cycling to help homeless people develop key skills to secure a job.

‘Cycle into Work’ enables the people graduating from the programme to have a fulfilling career in the growing cycling industry which improves the environmental, social and economic well being of Londoners. It provides opportunities for social interaction, working as a team and improving confidence and communication skills.

Financial, volunteering and mentoring support from Barclays and its employees will see the scheme expanded and an increase in the number of disadvantaged individuals who are able to improve their job prospects.

Bikeworks works directly with homeless hostel and shelters in London and Barclays support will take the ‘Build a Bike’ maintenance courses to 150 young disadvantaged people. This will teach them key technical skills, and once completed, allows students to keep the bikes they’ve built, therefore providing access to an affordable mode of transport.

‘Build a Bike’ is a key stepping stone to the City & Guilds qualification stage ‘Cycle into Work’. It establishes if candidates have the skills and desire to take their training to the next level. Fifty individuals will be given the opportunity to gain a qualification in Cycle Mechanics and Customer Service which is run as on-the-job training at Bikeworks training centres in Bethnal Green and Ladbroke Grove, London. A target has been set for at least 50% of graduates to secure employment opportunities.

Marcus Agius, Group Chairman, Barclays said: “Barclays latest community investment programme ‘Cycle into Work’ is a natural fit and extension of our London cycle sponsorships – Barclays Cycle Hire and Barclays Cycle Superhighways. We are particularly keen to help young people develop the skills they need to manage their finances effectively, and help them build the necessary literacy, numeracy and employability skills to play a full role in society.”

Dave Miller, co-founder of Bikeworks said, “Bikeworks is delighted to have secured the support of Barclays to help us expand and improve ‘cycle into work’. In the current climate this kind of work is more essential than ever and we know that the programme makes a real difference to people’s lives. We expect to help many hundreds of individuals whilst providing the skilled workforce the cycling industry needs.”

Urban media brand Metro published by A&N Media has created an experiential environment at London’s O2 Arena during this week’s Barclays ATP World Tour Finals. Metro is an official media partner of the event and has partnered with brand experience agency Flourish Creative to engage visitors through a tennis-themed activation that reflects the brand’s urban roots.

The result is Metro Urban Tennis, a twist on mini-golf in which participants score points by hitting tennis balls against and into different targets within a cityscape environment.

Each player has three attempts to get the highest possible score and can also see how their performance measures up to that of tennis legend Greg Rusedski, who posted his score on Sunday (20th November). Pat Cash and Tim Henman will also try their hands during special appearances later this week.

Metro Marketing Executive Camilla Markham said: “As official media sponsor of the tournament, we needed a concept to help create stand-out and Flourish have a done a great job in helping us create a fun and innovative space where visitors can connect to the Metro brand.”

Private hospital provider, Spire Healthcare has become the Official Healthcare Partner of St. George’s Park, The Football Association’s new National Football Centre.

Spire will be operating the facilities under its new Perform brand. Perform at St. George’s Park will provide a sports medicine, treatment and performance centre, with an emphasis on sports science and human performance. The partnership will create the first totally integrated sports medicine centre, supported by an advanced research programme, that is open to sport and the general public.

St. George’s Park will aim to be the very first FIFA F-Marc Medical Centre of Excellence in the UK, joining a club of only 22 other such leading facilities across the globe.

Within a 30,000 sq ft complex, there will be a state-of-the-art hydrotherapy suite, a physiotherapy and rehabilitation unit, as well as fitness and general health screening and diagnostics.

David Sheepshanks, Chairman of St. George’s Park, said: “The spheres of Sports Medicine and Sports Science and the study and improvement of Human Performance are very much compatible with that of Coach Education, another key plank of the St. George’s Park Business Plan. We are extremely excited about this new partnership with Spire Healthcare, which provides us with a joint platform of medical and sporting integrity, so important in meeting our combined objectives.”

Spire Healthcare is the latest in a growing list of commercial partners for St. George’s Park, headed by Lead Partner Umbro. Construction of St George’s Park is already underway and the centre is on track to open in the summer of 2012.