Sponsorship agency brandmeetsbrand has brokered a partnership between PWR Events who run the Tower of London Ice Rink and Dyson. Dyson is using the event to promote its new product the Dyson Hot fan heater.
Using touch screen technology, skaters and visitors are able to enter a draw to win a Dyson Hot fan heater, and using a thermal camera, visitors can see heat distribution around the room and themselves.
The Prostate Cancer Charity has been selected as The Football League’s Official Charity Partner for the 2012/13 season.
The announcement follows a vote by more than 65,000 Football League fans, club Chief Executives and Football League staff who selected their preferred charity from a shortlist of six.
The six shortlisted charities were: Anthony Nolan, British Heart Foundation, Leukaemia and Lymphoma Research, NSPCC, The Prostate Cancer Charity and St John Ambulance.
Countdown has begun towards the final deadline for the 2012 Hollis Sponsorship Awards. Celebrate the success of your sponsorship campaigns by entering the ‘Oscars’ of the sponsorship industry now.
Winning or being shortlisted for a Hollis Sponsorship Award is a fantastic achievement; a huge boost to all who worked on the campaign or within your business. But it’s much more than that – it’s tantamount to proof that your sponsorships work. At a time when everything is tried, tested and under scrutiny, achieving industry recognition for a job well done is invaluable.
There is a category to suit every sector, strategy and budget. To make a start, first visit www.sponsorship-awards.co.uk. If you need any further information, please email info@sponsorship-awards.co.uk or call us on 020 8891 1067.
The Awards also celebrate the work of the consultancies and individuals working in the industry with the Consultancy of the Year category sponsored by Icon and the Barrie Gill Award For Most Promising Young Executive sponsored by the European Sponsorship Association.
This year we have expanded the number of categories companies can compete for. Innovation, Entertainment, Digital and Green sponsorship all feature more prominently this year, reflecting recent developments in the sponsorship business.
Winners of the Hollis Sponsorship Awards are those campaigns that demonstrate creativity, innovation and, of paramount importance, effectiveness. If your campaigns tick all the boxes, then ink the 23rd of January into your diary and get to work on your entries.
Winning and shortlisted campaigns will be celebrated at the Hollis Sponsorship Awards Gala Dinner on March 27th 2012 at the London Marriott Hotel Grosvenor Square. Full details can be found
on the website.
The Hollis Sponsorship Awards team look forward to hearing from you.
Johnstone’s Paint has renewed its sponsorship of The Johnstone’s Paint Trophy for a further three seasons.
The announcement was made at Wembley Stadium, with the release of thousands of multi-coloured balloons to symbolise Johnstone’s commitment to ‘bringing colour to the beautiful game’ through until 2014/15, extending the premium paint brand’s association with The Football League to nine years – the longest sponsorship in the competition’s 29-year history.
In welcoming the deal, Football League Chairman Greg Clarke said: “I am delighted that we have extended our successful sponsorship with Johnstone’s Paint.
“They have worked extremely hard to help us raise this competition’s public profile and popularity with supporters. I look forward to further strengthening our relationship during this next stage of our partnership.”
The Johnstone’s Paint Trophy has gone from strength to strength during the first six seasons of the sponsorship following a package of reforms designed to raise the appeal of the competition. Changes included the scrapping of extra-time, increased regionalisation in early rounds and a renewed commitment from clubs to fielding first-team sides in matches.
For clubs in Leagues 1 and 2, the Johnstone’s Paint Trophy continues to offer the opportunity of a dream final at Wembley Stadium and for Johnstone’s the sponsorship has developed brand strength and visibility.
Johnstone’s Paint Marketing Director, Jason Metcalf, believes the sponsorship has created a huge buzz across the brand’s network of Decorating Centres and thousands of independent stockists, which have benefitted from a host of football themed community projects and ticket giveaways. He said: “More than five million fans have watched Johnstone’s Paint Trophy matches, in grounds and on television, since the sponsorship began and Johnstone’s Paint has also engaged with up to two million people through numerous community projects.
“So with this in mind, it is clear to see why we are all so thrilled to be extending our sponsorship. It has been one of our biggest success stories and we couldn’t be happier to be reinforcing our relationship with the clubs and their legions of fans.”
Successful community projects include a search to honour selfless non-league managers in 2010, along with a competition for young bloggers to write about their teams’ trophy exploits last season.
A shirt amnesty for World Emergency Relief in 2009 – where communities in South Africa were given hundreds of football shirts to train and play in – was also a resounding triumph.
Johnstone’s Paint also present a number of popular, long standing awards which continue to generate huge interest amongst fans, including the regular Ultimate Finish and Team of the Round trophies which are presented after each round of the competition.
Sports marketing agency Fast Track has been appointed by the FEI to promote New York-based designer Reem Acra and her title sponsorship of the Reem Acra FEI World Cup™ Dressage. With a royal following and a high profile clientele, Reem Acra’s creations have been seen on red carpets around the world and worn by A-list celebrities.
Fast Track has been tasked with implementing a global media strategy around the series. The agency already works with the Fédération Equestre Internationale (FEI), the international governing body for equestrian sport as well as HSBC to deliver international PR and communications for the HSBC FEI Classics ™, the world most prestigious Eventing series. .
FEI Director Dressage and Para-Equestrian Dressage, Trond Asmyr said: “Fast Track has a strong history of promoting equestrian events, and we are delighted to be working with them to generate awareness of the Reem Acra FEI World Cup Dressage in an exciting, impactful way.
“The Reem Acra FEI World Cup Dressage is the perfect opportunity to showcase the synergies between the style and elegance of the sport of Dressage and Reem Acra’s collections on an international stage.”
Andy Westlake, CEO at Fast Track, added: “There is a great opportunity to communicate with the luxury market through the world of equestrian sport and our international reach will enable us to target all the key territories around the world.”
Kingfisher Beer will be the headline sponsor for the National Club Championship for the next three years. The competition will be renamed the Kingfisher Beer Cup.
The knock out competition, which is open to ECB Premier League clubs and lower league clubs alike, was won by Shrewsbury Cricket Club last year at The County Ground, Derbyshire.
256 teams will play in the first round of the 2012 Kingfisher Beer Cup on 29th April with the final scheduled for 16th September at a First Class County ground.
Kingfisher has long been associated with cricket internationally, most recently sponsoring India’s tour of England. With an established international presence in cricket Kingfisher are keen to extend their links by investing in the recreational game.
Laura Mitchell, Marketing Manager for Kingfisher Beer Europe said: “As India’s No. 1 beer, cricket has long been a core passion for Kingfisher in its home market. We are therefore excited to build the brand’s association with ECB recreational cricket and plan to drive investment into the sport through a number of fundraising initiatives for clubs through the Kingfisher Beer Cup. In addition to this, we are delighted to be able to offer the 2012 winning team £5,000 to invest in their club as they see fit. Good luck to all participating clubs.”
ECB Commercial Director John Perera said: “It will be an excellent boost for the competition to have a sponsor that is committed to supporting cricket clubs at a recreational level and the valuable pairing of Kingfisher Beer and club cricket will benefit both sponsor and clubs across England and Wales.”
Ford has extended its long-standing sponsorship of the UEFA Champions League through to June 2015.
“Our new three-year agreement shows how strongly we feel about this partnership,” said Stephen Odell, chairman and CEO, Ford of Europe. “For a global company like ours, the UEFA Champions League is an ideal platform to connect with millions of people around common values. It is about the best-of-the-best on the ultimate stage, and that’s why Ford wants to be part of it.”
Added David Taylor, CEO UEFA Events: “We are delighted that Ford has chosen to extend their agreement with UEFA and the UEFA Champions League for another three years. Ford has been a valuable partner of ours since the inception of the competition back in 1992. This renewal in our partnership further strengthens the close relationship we have.
“The UEFA Champions League continues to go from strength to strength and we are confident that it will carry on providing Ford with excellent opportunities to connect and engage with fans on a global basis.”
The UEFA Champions League is one of the most popular sports competitions in the world. More than one billion television viewers tuned in last season, with a cumulative audience of more than four billion, more than half of which were outside of Europe.
“This may be a European competition, but like Ford’s latest global vehicles, it is shared and enjoyed throughout the world. Great football, like a great car, is universal in its appeal and this partnership generates world-wide exposure,” said Roelant de Waard, vice-president, Marketing, Sales and Service, Ford of Europe. “This is the reason why the UEFA Champions League played such big role in the launch of the new Ford Focus earlier this year.”
The UEFA Champions League was indeed instrumental in revealing the new Ford Focus to a global audience through television break bumpers, stadium perimeter boards and online channels. Activities around the competition, such as the FocusCam attraction at the UEFA Champions League Festival, allowed visitors to the Ford stand to be captured in a 180 degree ‘Matrix’ style animation using a bank of 40 cameras. Participants could then share their video with friends online using the Focus Wi-Fi hotspot, uploading to the sites like Facebook or YouTube. The 77,630 subsequent views online of these films further demonstrated how Ford and UEFA work together in front of huge audiences to bring new Ford technologies to life.
Ford’s use of social media sites like Facebook and Twitter to communicate more directly with consumers will be further enhanced by the new sponsorship deal. And for all of those customers who engage with Ford on these social media platforms, there will be more chances for them to interact with the Company and its continuing partnership with the UEFA Champions League.
To celebrate the 2012 UEFA Champions League Final being held in Munich, Ford in Germany will play a major role in the support of this event. This will include the launch of “Champions” special value models, as well as the provision of 200 vehicles featuring the 2012 UEFA Champions League Final livery to support transport logistics
Bookmaker William Hill has strengthened its racing sponsorship portfolio over the festive period with its first ever partnership at Warwick Racecourse.
The New Year’s Eve fixture, at which all seven races will be sponsored by William Hill, is the most popular jump racing occasion of the year at the Midlands racecourse.
The meeting rounds off a week of jump racing involving the bookmaker and Jockey Club Racecourses, following the two-day William Hill Winter Festival at Kempton Park on Boxing Day and 27 December which includes the William Hill King George VI Chase.
adidas has renewed its agreement with the ECB to be the official team-wear supplier to the England team for a further four years.
The new agreement will run from 2013 to 2017 and will give the sportswear manufacturer the exclusive right to supply match and training wear to all England teams from Test, One-Day and T20 sides through to England Lions, EPP, England women and England disabilities teams.
It is the second major financial deal secured by the ECB Commercial team in recent weeks following the announcement earlier this month of Investec as the new title sponsor for Test Match cricket in a ten-year deal.
adidas became England’s official team-wear supplier in 2008 and is one of ECB’s key Commercial partners. The partnership gives adidas a range of marketing rights around the England team and the right to design and market official England team-wear.
Commenting on the deal, John Perera ECB Commercial Director said: “Major global brands want to be associated with winners and we are delighted that both our men’s and women’s teams have achieved major successes on the international stage since entering into partnership with adidas.
“Over the last three and half years, the England Test side has reached number one in the ICC’s world Test rankings, the England T20 side has won an ICC global event for the first time and our women’s team were victorious in both the Women’s World Cup and the Women’s World T20 tournament.
“adidas has provided world-class support for all our England teams throughout this period and we look forward to working ever more closely with the company over the next four years to secure even greater exposure for the Team England brand.”
Robin Money, Head of Sports Marketing for adidas UK & Ireland said: “Since we signed our partnership in 2008, we have worked extremely closely with the ECB and individual players to ensure the England teams have the best technical apparel required to allow them to be at the top of their game. It is fantastic to see the hard work and efforts pay off and to celebrate the team’s fantastic achievements. We very much look forward to continuing this relationship over the next four years.”
ASDA has renewed its longstanding title sponsorship of the England and Wales Cricket Board’s Kwik Cricket programme for a further three calendar years.
ASDA will continue to support the Kwik Cricket National Girls Primary Schools Competition along with the National Kwik Cricket mixed competition open to school boys and girls in years five and six. Since ASDA began sponsoring Kwik Cricket in 2006 the competition has continued to grow with 139,000 children taking part in 2011. Over the last six years there has been a 55 per cent increase in participants in the girl’s competition alone.
ASDA Kwik Cricket is designed to provide children, between the ages of seven and 11, with an introduction to cricket and can be played either indoors or outdoors.
The ECB, in conjunction with the 18 first-class counties and ASDA will continue to support a series of recreational junior cricket festivals in communities across the country. These festivals will be attended by high-profile professional cricketers who, in addition to passing on coaching tips, will also talk to children about the benefits of healthy living.
ECB Commercial Director John Perera said: “ECB is committed to supporting the recreational game and we are delighted that ASDA is continuing their long standing association with grass roots cricket through their title sponsorship of the Kwik Cricket competitions. With a focus on community engagement at local level and promoting healthy living in children, ASDA is an ideal fit for the Kwik Cricket Competition.”
Head of ASDA in the Community – Marketing, Fiona Campbell-Reilly said: “ASDA are proud to be entering our seventh year of sponsoring the National Kwik Cricket Competition, the ECB’s major grassroots initiative. This campaign is an integral part of our community programme and we will be handing out healthy snacks and drink every summer to keep the young players refreshed and hydrated. This year we’re proud to be able to give more children an opportunity to play Kwik Cricket during the lunch interval at International matches to show off the grassroots talent in our country.”
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