Hollis Sponsorship Bulletin

Sponsorship and brand experience agency Experience Worldwide has been appointed by McCain to help activate its UK Athletics ‘Track and Field’ programme. As a UKA Principal Partner since 2008, McCain is working to encourage people to be more active through a healthier lifestyle, as well as helping UKA unearth the stars of tomorrow through the McCain Athletics Network.
The partnership, according to Experience, has already proved very successful in helping the individual governing bodies develop their own local club networks. Experience Worldwide will co-ordinate the McCain ‘Track and Field Roadshow’ which visits city centres ahead of the season’s major track and field events.

It’s been a good week for energy drink brand Red Bull. At the weekend, its Formula One team dominated the German Grand Prix. Meanwhile in the UK, it agreed a four-year extension to its sponsorship deal with UK Athletics (UKA).

The deal, which is worth around £400,000, runs from 2009 to 2013. It gives Red Bull the exclusive right to provide energy drinks at UKA competitions – while also giving it a strong in-field presence at televised events. It also has the right to provide energy drinks and drink stations across UKA offices, to coaching staff, and at high performance centres including training camps, conferences, and squads.

As official energy drink, Red Bull will also work with UKA athletes – providing nutritional and performance support programmes on a year-long basis. Commenting on the deal, UKA chief executive Niels de Vos said: “We are delighted to continue our relationship with one of the leading brands in the industry. There is a natural synergy between our elite athletes and Red Bull and the extension of the long term collaboration reflects this. I look forward to enhancing what is already a strong partnership over the coming years.

Sportswear giant Adidas has extended its sponsorship of UK Athletics beyond the London 2012 Olympic and Paralympic Games. The partnership now runs until 2013. 

The new deal will see adidas providing more support at UK Athletics’ flagship events – such as the Aviva London Grand Prix where the company will be an official partner for the first time. A new kit will be worn for the first time at the European Team Championships in Portugal (June 20/21).

Robin Money, head of sports marketing, adidas UK and Ireland said: “adidas is extremely pleased to continue to support UKA. We will make sure British and Northern Irish athletes have access to the ultimate in sports kit so they can perform to their very best and hope our investment in the sport will enable more young people to take part.”

In the UK, insurance group Aviva is best-known as the sponsor of UK Athletics. But over in the Republic of Ireland, it has just hit the headlines because of its decision to sponsor the new national rugby union and football stadium.

 Under the terms of the deal, Aviva has secured the naming rights to the new stadium for around 40 million Euros over 10 years. Although the opening of the Lansdowne Road replacement venue is planned for August 2010, the Aviva brand will benefit immediately from PR related to the deal.

All told, the naming rights deal will cover around 10% of the budget of the stadium. At the same time, it will come as a welcome boost to the sponsorship industry – which is striving for stability amid the current volatility. For rights holders and consultancies, it’s a welcome reminder that hot properties are still in demand during economic downturns.

The beauty of the deal from Aviva’s perspective is that it is not just a domestic opportunity. It will also allow the brand to associate with international showcase events such as the Six Nations Rugby Union Championships and the FIFA World Cup/UEFA Euro Qualifiers. Not only that, the stadium’s owner wants to host the 2011 Heineken Cup final.