Following its three-year partnership with Maxxis Tyres, Liverpool FC has extended the deal with the global tyre manufacturer until 2015.
The new deal will see Maxxis Tyres reach supporters in new territories as Liverpool FC grows its presence across global markets and builds on its heritage
as one of the world’s biggest football brands.
Birmingham Museums has appointed Four Communications to promote the opening of its new Thinktank Science Garden, the first capital development project to launch under the organisation.
The Science Garden is the first of its type and scale in the UK and one of only a few in the world, and forms part of the larger Eastside City Park, the first major new city centre park in Birmingham for more than 100 years.
Featuring three fun zones and 42 specially designed exhibits, the permanent interactive outdoor exploration space encourages visitors of all ages to get ‘bodies on’ with science while learning how engineering, mechanics and transportation have shaped Birmingham and the world.
Caroline Durbin, Thinktank & Birmingham Museums PR Manager, said: “After three years in development we are looking forward to welcoming visitors to the new Science Garden, a major addition to the existing museum. With this in mind we have briefed Four Communications to raise the Science Garden’s profile, position it as a daytrip of choice and in particular promote the strong educational offering to a target audience of teachers and parents through national and specialist media.”
Birmingham Museums was established last year to govern and manage the museum sites and collections owned by Birmingham City Council and Thinktank, Birmingham’s Science Museum. Its £2.8 million Thinktank Science Garden project is supported by Biffa Award, Millennium Point Trust and a range of other charitable trusts and foundations including the Wellcome Trust.
The communications campaign will be run by Four Sports, Arts & Sponsorship, part of Four Communications Group, which provides cultural communications
and consultancy services to sponsors, sports and arts organisations, venues and bids. The team has worked with clients including the British Library, Oxford Literary Festival and London Transport Museum.
On the day Orange ended its partnership with The Women’s Prize for Fiction, Arts & Business presented its 33rd Arts & Business Awards at the new home of Central St Martins in Kings Cross. Arts & Business director Philip Spedding said at the presentation evening: “We do not want anyone to see this as the beginning of the end for arts sponsorship. The Orange Prize was a supremely effective partnership. Although business investment in the arts has declined by 20% over the past five years, our winners here tonight show why we collectively need to do more and can be confident for the future. These winning collaborations will continue to flourish and build on the cultural legacy created by successful businesses such as Orange.
We believe it’s vital for businesses to engage with the arts across the country, particularly in these challenging times. The experimentation and energy witnessed in these collaborations is extraordinary and as we work to ensure that business plays a more valuable role in the arts to benefit the fabric of local communities, these stories show us all a clear way forward.”
The winners of the five categories are:
Jaguar Land Rover Arts & Business Corporate Responsibility Award
Winner: JTI (UK) & Ulster Orchestra
The Telegraph Arts & Business Innovation Award
Winner: Bloomberg & Roundhouse
Prudential Arts & Business Volunteering & People Development
Winner: VSM Husqvama Viking Sewing Machines &
Craftspace
Classic FM Arts & Business Sponsorship Award
Winner: Sky Arts (part of BSkyB) & The Times Cheltenham Literature Festival, The Telegraph Hay Festival, The Independent Bath Literature Festival, Dublin Writers Festival, and Words by the Water, Cumbria
BP Arts & Business Long-Term Partnership Award
Winner: BMW Plant Hams Hall & Lichfield Festival Limited
For more detail on the Awards and the winners, please visit www.artsandbusiness.org.uk
The trade meeting ground for sponsorship – the Think!Sponsorship conference is hosting the 17th event in the series next Tuesday 29th May at Rich Mix London. Over 220 delegates have confirmed their attendance at the event with just 10 places remaining.
The conference titled ‘sponsorship connects’ is focussing on audiences. Results from the recent industry poll indicated that just eight percent of rights holders felt they knew enough about their audiences and 50% of sponsors stated that rights holders don’t appear to understand their physical audiences, and 44% stated they don’t understand their digital audiences.
The conference will debate these and more findings from the poll alongside a diverse and dynamic programme.
Confirmed Speakers Include:
• Nick Cohen, Managing Partner, Head of MediaCom Beyond Advertising
• Ian Cartwright.
Managing Director, Elevenfiftyfive
• Avis Robinson, PR Manager, Wickes
• Ian Hoy, Corporate Development, Beazley
• Chris O’Donaghue, Group Commercial Director, WSM
• Martin Prendergast, Deputy Director of Development, The National Theatre
• Beth O’Connor, Marketing Manager, Rich Mix
• Sarah Loughran, Global Head of Sponsorship, Aviva
• Will Meldrum, Managing Director Corporate Development, Markit
• Caroline Carey, Head of Corporate Development, The Young Vic
• Joel Seymour-Hyde, Group Director – Strategy, Octagon
• Tim Reading, Director, The Co-Sponsorship Agency
• Margaret Cooney, Advisor, Big Local Trust
• Rosie Ferguson, Chief Executive, London Youth
• Alex Balzaretti, London 2012 Project Director, Hornby
• William Fenton, Editor, The World Sponsorship Monitor
• Wendy Stephenson, Managing Director, WSB Consulting
• Andrew McMorran, Director of Branded Properties, Sport & Entertainment, A&R Edelman
• Ian Thompson, Director, Sponsorship Science
• Claudia Wood, Deputy Director, Demos
• Simon Rines, Director, International Marketing Reports
To purchase one of the last remaining tickets at the special rate of £275 +VAT (current advertised rate £330 +VAT) quote HSA3 when emailing catherine@thinksponsorship.com to confirm your place.
To view the full agenda, see details of speakers taking part and projects under discussion, please visit the website at http://www.thinksponsorship.com/ThinkConference.asp
To download the results of our industry survey click here: http://www.thinksponsorship.com/pages/news/index.asp?NewsID=38
To find out more about the event call 020 8534 4422
Limelight Sports and the Royal Parks Foundation have renewed their partnership agreement to deliver the Royal Parks
Foundation Half Marathon for a further five years. The partners will also work closely to secure sponsor rights for the race.
The half-marathon is a major annual charity fundraising event, which since its creation in 2008 has helped to raise an estimated £11 million for 365 UK based charities, large and small.
Commenting on the new agreement, Sara Lom, Chief Executive of The Royal Parks Foundation said, “We are delighted to be extending our agreement with Limelight Sports. They have been crucial to the success of the event and their enthusiasm and dedication has been a big factor in enabling the event to grow and develop into one of the most popular races in the running calendar”.
Craig Dews, CEO of Limelight Sports said, “The Royal Parks Foundation Half Marathon has been a flagship event for us. The Royal Parks Foundation’s progressive approach and aspirational targets have challenged us to create an event that delivers a very high quality, premium experience for the runners and our partners. Over the next five years we will be looking at even more innovative ways of building the reputation and status of the event’”
In March, Limelight picked up three awards at the Hollis Sponsorship Awards including Sponsorship Agency of the Year (small to medium).
The ECB has agreed a new two-year deal with Laithwaite’s Wine to become ‘The Official Wine Partner of England Cricket.’
The agreement will enable Laithwaite’s
Wine to promote its range of wines at all England’s home international matches as well as undertake a range of wide commercial activity to maximise the sponsorship. The arrangement is scheduled to run until the end of the home and away Ashes Series that will be played in 2013.
ECB Commercial Director John Perera said: “Laithwaite’s Wine is an excellent addition to our family of official ECB sponsors and suppliers. We will be working closely with its commercial team over the next two years to help achieve increased exposure for its superb range of wines through its association with the world’s number one ranked Test side.”
Commenting on today’s announcement, Laithwaite’s Wine Managing Director, Glenn Caton said: “The ECB sponsorship agreement gives us the perfect opportunity to showcase our diverse range of wines and our new branding to an audience that’s the ideal demographic fit for our business.”
Karen Earl has stepped down as chair of Synergy Sponsorship, 29 years after setting up Karen Earl Sponsorship, the company that evolved into Synergy in 2008. In an industry then as now populated by rights-facing and sales-focused sponsorship agencies, Karen’s vision back in 1984 was ground-breaking – a brand-facing, consultancy-focused company that never sells sponsorships. This positioning remains core to Synergy.
Karen will remain as chairman of The European Sponsorship Association, continuing to advance the business of sponsorship. By giving special focus to education and training, and establishing the first ever professional qualification for sponsorship, she will be helping to drive up standards of excellence across the industry.
Karen Earl commented: “Since we began the agency in 1984, sponsorship has developed exponentially and now presents clients and agencies with very exciting opportunities. The industry has never been better placed to communicate with audiences and London 2012 will be a great example of its effectiveness. I move on from Synergy with so many wonderful memories, but also excitement for the future.”
Synergy CEO Tim Crow commented: “Karen’s has been one of the truly great sponsorship careers. She will always be remembered for having been in the pantheon of industry pioneers who created the template for what became a global industry in her time.”
The 33rd Arts & Business Awards shortlist demonstrates, according to A&B, that despite tricky times businesses are still investing in culture to boost their brand and contribute to the community. These awards celebrate the most inspiring partnerships between culture and commerce that bring brand benefit, support for the arts and more diverse culture to the public. Director of Arts & Business, Philip Spedding said: “We are very encouraged that, despite the economic difficulties, the variety and ingenuity of this year’s shortlist is as dynamic as ever. It underlines the
valuable role that business can play in making the arts sustainable and the very practical role that culture can play in helping businesses to achieve their objectives.” To view the shortlist, click here
Repucom, an RSMG Insights company, and IBOPE Media, a joint venture between Grupo IBOPE and Kantar Media, have reached an agreement to launch a comprehensive sports marketing research service in Latin America, excluding Brazil.
The cooperation will begin operations under the name IBOPE/Repucom Sports in Buenos Aires, Argentina, with additional services across the region’s Hispanic countries coming on line through the remainder of the year.
“We have followed the growth of the sports sector in Latin America and have considered various means of entry; however an appropriate partner was key to a successful rollout of services. IBOPE Media is the logical fit in this regard”, Paul Smith, CEO of Repucom,
said. “Collectively we are bringing global sports expertise and products combined with complete local knowledge. This is a further step towards the strategic consolidation of Repucom as a leading provider in the sports research industry.”
Nutritional product company Science in Sport (SiS) has become a partner of this weekend’s inaugural London Revolution cycle ride, a new 2-day, 180 mile, participatory cycling event. Organisers of London Revolution have
integrated social enterprises, such as Bikeworks and Crisis Skylight Café, into the supply chain for the Ride
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