Hollis Sponsorship Bulletin

After sustained criticism of the BBC’s commercial activities by rivals, moves are now taking place to control the corporation’s money-spinning activities across a range of business sectors. One area set to be curtailed is sponsorship – with the BBC Trust this week introduced tough new guidelines on what is acceptable. As a result, a wide range of activities will now be thrown out by the corporation.

The big change is that sponsorship of BBC activities will now be required to further the BBC’s public purposes and should not give the impression that a BBC programme has been sponsored. So it is highly unlikely that Robinson’s overt partnership with the BBC Sports Personality of the Year would fit within the new regime. There would also be question marks over the kind of set-up which saw Proms in the Park sponsored by National Savings & Investments.

Sponsorship is still regarded as important – as long as it passes the tough new tests. For example, there is room for commercial brands to sponsor off-air events (ie those which don’t get high-profile TV or radio mentions). As for on-air events, sponsors will primarily be drawn from organisations such as charities, trusts, foundations and local authorities.

The new rules take effect immediately, with the BBC deciding not to sign or renew any commercial sponsorships. Commenting, Richard Tait, chair of the Trust’s editorial standards committee, said: “Sponsorship can bring important events into licence fee payers’ lives – but producers need a clear understanding about when and how such  sponsorship may be accepted in support of the BBC’s public purposes. That’s what we have set out today.”

A key sponsorship insight, it seems, is that tennis and the consumption of liquids go hand in hand. With Wimbledon just weeks away, a bevy of brands including Robinson’s, Evian, Blossom Hill and Lanson are upping their activity.

Drinks brands can come at tennis sponsorship in two ways. Either they can focus their energy on the court – in which case the theme is refreshment and physical conditioning. Or they can concentrate on the off-court activity – in which case the theme is summer socialising and fashionability.

The latter is clearly the goal for Lanson – which has just agreed to become official Champagne supplier to the Aegon British Tennis Series – while also continuing its association with Wimbledon. As a result, it will now have a dominant presence at hospitality tents on the pro tennis circuit. It will also distribute Wimbledon-branded bottles via Waitrose and Tesco between now and the end of the event (July 5th).

Blossom Hill, another Wimbledon partner, is much more mainstream in its approach – which is not surprising given that it is the UK’s top-selling wine brand. All told, it is spending £750,000 in support of its Wimbledon 2009 partnership – with growth in rosé consumption a key goal.

Key elements of the campaign include London media  activity via radio and press – and an on-the-ground campaign around the SW19 postcode. There will also be sampling within the venue and a limited edition label which will use tennis imagery to promote key wine varieties.

Soft drinks brand Robinson’s has used its association with Wimbledon in a variety of ways down the years. This year, its big push is behind a BBH-produced TV commercial called Imagine. The campaign shows an ethnically-diverse British audience watching a match on TV. Although we can’t see the game, the unfolding story is that the UK public has come to a collective standstill because a British player is about to win Wimbledon for the first time in 63 years.

Finally, this week has also seen news from the Evian camp regarding its plans for Wimbledon 2009. After a great campaign in 2008, the Danone-owned bottled water brand has signed up Russian star Elena Dementieva as an ambassador. It is planning a £750,000 media investment weighted towards London. Like its peers, it will activate the partnership via on-pack branding and point-of-sale.