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UK sponsorship news update ...

April 2011

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29th April, 2011

BT Paralympic World Cup announces John Lewis Partnership as sponsor

The BT Paralympic World Cup has announced the John Lewis Partnership as sponsors of the event volunteering programme.

The sponsorship is seen as building on the Partnership's commitment to sport in the run up to London 2012, which they have been developing through their Partners in Sport programme.

Designed to put something back into the community through sport, says the company, the initiative has already had enormous success in its sponsorship of London 2012 hopefuls and in providing its Partners (staff) with the opportunity to train as sports coaches.

John Lewis Partnership's sponsoring of the BT Paralympic World Cup volunteering programme is seen as a demonstration of their commitment to supporting world-class elite sports in this country. The Partnership's support has allowed for a number of exciting additions to the volunteering programme, including bespoke customer service training at the volunteer training day, a volunteer celebration following the event and volunteer goodie bags.

As part of their partnership with the event, fifty Partners from John Lewis and Waitrose have the opportunity to volunteer at the BT Paralympic World Cup in various roles including competition venue assistants for event services, VIPs and media, and transport liaison.

Simon Wardell, Development Manager, Partners in Sport, John Lewis Partnership, said: "We are delighted to be able to support the BT Paralympic World Cup and I know that our Partners are looking forward to the opportunity to help out at such an exciting event. As a business, we are already engaged in lots of activities in the run up to London 2012, whether it be through John Lewis's sponsorship as the official department store provider to London 2012 or, through our Partners in Sport programme".

BT Paralympic World Cup spokesperson, Mark de St Croix, said: "We are delighted to welcome John Lewis Partnership on board as the first official sponsor of the BT Paralympic World Cup 2011 volunteering programme in the event's seven year history. Volunteers are crucial to the event's success and it could not take place without their dedicated help and support throughout the competition. John Lewis's involvement has added great value to the programme including the addition of a post-event volunteer celebration in the John Lewis Trafford Store".

The BT Paralympic World Cup is the largest annual international multi-sport competition in elite disability sport. BT is entering its third year as title sponsor, in a sponsorship which runs up to and includes the 2012 BT Paralympic World Cup.

Manchester has committed for the seventh consecutive year to hosting elite international athletes competing across Wheelchair Basketball, Athletics and Swimming. In addition, Boccia and Sitting Volleyball will be represented for the first time, with international matches staged during the competition.

The 2011 BT Paralympic World Cup will receive unprecedented television coverage, with Channel 4 committing to a two hour live programme on 28th May, as well daily highlights packages on 26th and 27th May. Live daily streaming from each sport will also be broadcast on the Channel 4 website (www.channel4.com/paralympics).


25th April, 2011

Tweeks Cycles announce title sponsorship of the Etape Cymru

Wales' answer to the Etape du Tour is coming to Wrexham and Denbighshire later this year. The Etape Cymru is only the second closed road cycle event in the UK and looks set to attract over 3,500 entrants.

Tweeks Cycles have announced that they are going to be title sponsors of the event, which is being organised by K-Extreme Ltd.

The race will feature a 100-mile route through the stunning North Wales scenery, starting and finishing close to the Tweeks store in Wrexham and passing through the Clwydian Range. The route includes over 6,000ft of climbing, taking in several well-known climbs such as the Horseshoe Pass, The Shelf, The Garth and Worlds End.

The event is only the second fully closed road event within the UK and has the full support of Wrexham Council, Denbighshire Council, the Welsh Assembly Government and North Wales Tourism. The event will be held on Sunday, 9th October, 2011 and there are also plans to extend it to three routes in order to cater for cyclists of all abilities.

The intention is to make this one of the premier events of the cycling calendar and indeed it seems set to bring substantial economic benefits to the region. The only other event in the UK has had an independent report stating that the economic benefit to the region was circa £1.8m. The event is also backed by a number of other major sponsors, including Arriva, Hadlow Edwards, Kukri Sports, Welsh Cycling and British Cycling.

Long distance cycle events have been firmly established in Europe for many years, with events attracting up to 8,000 entrants. In the UK there is currently only one other 'closed road' event - the Etape Caledonia - which attracts thousands of cyclists every year, with places being snapped up within days.

Mike Turner is one of the organisers of the event and believes it has the potential to be a massive sporting event. "With the success of British cycling at both the Olympic Games and Tour De France, there has been a real demand and increase for people looking to get involved in cycle challenges such as this. Etape Cymru will see people from all over the UK coming to take part. Anybody and everybody can take part, whether you’re a seasoned pro or a casual cyclist.

"We’ve been talking to some major sponsors and they all believe this event has huge potential. We want to make a real occasion of it. As well as the cycling, we hope to have bands playing, entertainment for the children and other attractions so that it is an event that everyone will remember".


22nd April, 2011

Super League to seek new flagship sponsor

After a seven-year partnership with Rugby League's flagship competition, Engage Mutual Assurance has announced it will not be renewing its title sponsorship of the Super League after the end of this season.

Super League, which is the most watched domestic competition outside of football on the Sky platform, says it is already in discussions with a variety of partners and that a deal for a new title sponsor is likely to be concluded in the next few months.

Super League (Europe) chairman Richard Lewis said: "I would like to thank Engage Mutual Assurance for its support of the Super League competition over the past seven years. We have had a very positive partnership and I wish them every success in the future".

"We are in dialogue with a number of potential companies and will conclude a partnership in the next few months that will enhance our sponsorship portfolio. Super League is a fantastic, vibrant competition that is the pinnacle of Rugby League across Europe and the competition offers a great platform to showcase a brand to an international audience.

"For both Super League and Engage Mutual it's been an extremely successful partnership and a prime example of the power of sport sponsorship. Engage Mutual has always been an active partner throughout the past seven years, which has not only allowed us to raise the profile of Super League but of Rugby League in general".

Andrew Haigh, chief executive, Engage Mutual Assurance, added: "As title sponsor for the past seven seasons, the sponsorship has been extremely valuable in providing consistent, national visibility for the Engage Mutual name and brand, supporting our business relationships, and providing great opportunities to share the thrill and spectacle of the sport with our customers, business partners and staff.

"We would like to thank the RFL, Super League (Europe), the Super League clubs, the British sports media and the many thousands of Rugby League fans who regularly attend games, for their support over the last seven years.”


20th April, 2011

Rodac in Official Supplier sponsorship deal with Team Lotus Formula 1 team

Rodac International, worldwide supplier of pneumatic equipment to the automotive industry, has concluded a sponsor agreement with the Team Lotus Formula One team.

For the next three years, Rodac will provide Team Lotus with tools and garage equipment, which makes Rodac an official supplier to the Anglo-Malaysian F1 team.

Rodac International is a Dutch company that supplies pneumatic tools and garage equipment to the automotive and industrial sector.


The partnership with Team Lotus begins immediately and the Rodac company logo will be displayed by Team Lotus on press communications, the website, all the race and test trucks and in the Team Lotus garage. Previously Rodac has been the sponsor of the Super Aguri F1 Team and the company is clearly pleased to commit their name to a Formula One team again.

Leon J.W. Melchior, CEO of Rodac International, said: "We are very proud that Rodac becomes an official supplier of Team Lotus and that our company name can be added to the list of well known Team Lotus partners and suppliers, including Renault, Air Asia, CNN and Pirelli.

"With our equipment we hope that we can contribute to the success of the team".


19th April, 2011

London Irish and Pump Technology announce three year sponsorship deal

London Irish have announced a new three-year sponsorship deal with Pump Technology, continuing the company's long relationship with the club.

Pump Technology, specialists in waste water and sewage systems, have been player and kit sponsors since the 2008/09 season and remain a kit sponsor in a new three year deal, until the end of 2013/14 season.

The Pump Technology logo will be positioned on the back of all playing shorts in all competitions.


London Irish Commercial Director Richard Marsh commented: "We have an excellent relationship with Pump Technology and welcome their continued support for the seasons ahead".

Commercial Director for Pump Technology, Jon Barker, was similarly upbeat about the sponsorship extension: "We have had a great working relationship with London Irish over the last few seasons and look forward to it continuing.

"The Madejski Stadium and London Irish have offered a fantastic match day experience and we at Pump Technology look forward to many more great occasions over the next three seasons".


As part of the new sponsorship deal, Pump Technology will provide London Irish with a brand new vehicle for the club's Community coaching team.

Director of Community Chris Miles said this on the new vehicle: "We are very grateful to Pump Technology for providing us with this brand new vehicle. It will ensure that our Community coaches can continue their work with clubs and schools across Berkshire and Hampshire, reaching over 15,000 children each year.

"Keeping our coaches on the road means that our Community programme can continue to grow”.


14th April, 2011

London 2012 strikes gold, silver and bronze with Rio Tinto

The London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) has announced Rio Tinto, a leading international mining group headquartered in London, as the Official Mining and Metals Provider to London 2012.

Rio Tinto will provide all the gold, silver and copper to produce the 4,700 medals for the London 2012 Olympic Games and Paralympic Games and becomes a domestic Tier 3 sponsor.

The metal will come from opposite sides of the globe, from Rio Tinto's Kennecott Utah copper mine in Salt Lake City, USA, and the Oyu Tolgoi mine in Mongolia. London 2012 marks the second time Rio Tinto has supplied the metals for the medals, having previously done so for the Salt Lake City Winter Olympic Games in 2002.


LOCOG Commercial Director Chris Townsend commented: "The medals are one of the great traditions and enduring images of any Olympic or Paralympic Games, so Rio Tinto will play a significant role in the successful delivery of London 2012. We welcome them to the London 2012 family and we look forward to working with them to ensure that our medals will be both spectacular and sustainable".

Tom Albanese, Rio Tinto Chief executive said: "All of us at Rio Tinto are excited to have the special job once again of digging the ore that will become treasured medals for the world's elite athletes.

"We are right behind London 2012's commitment to delivering sustainable Games, which aligns with Rio Tinto's passionate commitment to sustainable development wherever we operate around the world".


13th March, 2011

Tippett and don't Skip It at Fringe in the Fen - thanks to Mick George

St Ives-based Mick George Skips are the latest local company to get in on the act and announce their support for Fringe in the Fen, a new music and arts festival in aid of Macmillan Cancer Support.

Mick George Skips will be sponsoring the Tippett Quartet's eagerly anticipated performance at the festival on Tuesday, 12th July at 8.00pm.

The Tippett Quartet was formed in 1998 and, as regular performers at BBC Proms, the Royal Opera House and the Wigmore Hall, they are expected to be one of the classical highlights of Fringe in the Fen.


At the Festival, the Tippett Quartet are performing a typically varied programme of Bernard Hermann's Echoes and two very popular string quartets by Beethoven and Mendelssohn. 2011 marks the centenary of the legendary film composer Bernard Hermann, who with Alfred Hitchcock created some of the most memorable cinematic moments of the last century, including the shower scene in Pyscho.

However what also makes their performance at Fringe in the Fen unique is that all ticket sales will be donated to Macmillan Cancer Support. It is only possible for Fringe in the Fen to combine great music with a great cause, say the organisers, thanks to the generosity of sponsors such as Mick George Skips.

Mick George from Mick George Skips said: "We are proud to be associated with Fringe in the Fen and delighted that our funding of the Tippett Quartet's performance will ensure all funds raised, through ticket sales, go directly to Macmillan Cancer Support, a charity whom we are equally delighted to be supporting".


9th April, 2011

Glamorgan Cricket announce three year shirt sponsorship deal with Principality Building Society

Glamorgan County Cricket Club have announced a new three-year shirt sponsorship deal with Principality Building Society.

The deal will see the Principality logo displayed proudly on the reverse of the Dragons' new County Championship, one-day and T20 shirts.

Speaking of the partnership, Graeme Yorston, Chief Operating Officer at Principality, said: "We are delighted to announce our partnership with Glamorgan Cricket, a club that has proved a source of great pride for the people of Wales for over a century. This relationship sits neatly within our sponsorship portfolio and further demonstrates our ongoing commitment to supporting sport, culture and charity in Wales.


"As a mutual building society, Principality is committed to actively contributing to the communities in which we operate and we look forward to utilising our relationship with Glamorgan to boost grass-roots cricket across Wales. We are excited for the forthcoming season and wish new coach Matthew Mott and his team every success in their quest for domestic silverware".

As part of the agreement, Principality - Wales' largest building society - will work with Glamorgan to deliver a series of community initiatives across Wales designed to support grass roots cricket and encourage youth participation in the sport, for boys and girls alike.

Alan Hamer, Chief Executive of Glamorgan Cricket, expressed his pleasure at the new partnership: "We are delighted to be working with another thriving Welsh brand. Like Glamorgan, Principality are uniquely associated with Wales, and we share a common passion for bringing success to the country".


4th April, 2011

Air Asia extends sponsorship of Lotus Driver Development Program

AirAsia has announced the continuation of its involvement in Formula One™ by extending its partnership with Team Lotus for the 2011 season.

The partnership marks the second year the airline is supporting the Malaysian Formula One™ outfit and AirAsia is also extending its involvement in motorsports, beyond its sponsorship of the Formula One™ team, by committing to the long term development and growth of young talents through the AirAsia Team Lotus Driver Development Program.

The AirAsia Team Lotus Driver Development Program, a joint initiative between AirAsia and Team Lotus is aimed at discovering "bright, young talents with the passion and drive to excel in motorsports".


Those selected to be part of the program will be trained and exposed to all the underpinnings of a motorsports team.

Speaking of the partnership, AirAsia Regional Head of Commercial, Kathleen Tan, said: "Motorsports have long proven to be a successful channel for brands to be associated with and AirAsia have long enjoyed a strong association with Formula One™. We are proud to continue the relationship we started a year ago with Team Lotus, a young dynamic Anglo/Malaysian team, backed by a brand synonymous with motor racing.

"Aside from the creative activation, digital and social media campaigns, the association with one of the world's most successful motorsport brands also gives us an opportunity to tap into a wider consumer base, and allows us to market the AirAsia brand to promote our routes and network of our services in new and existing markets".


"While we continue to leverage on our partnership with Team Lotus, we are also excited at the opportunity offered through the AirAsia Team Lotus Driver Development Program which provides us with the platform to develop more talent, more of our stars, our own content and ultimately, our own heroes".

Riad Asmat, Team Lotus CEO and GP2 Team AirAsia Team Principal, said: "On behalf of Team Lotus and Team AirAsia I am absolutely delighted that we have now unveiled the Team Lotus AirAsia Driver Development Program.

"Since the very first days of Team Lotus we have wanted to give young drivers from Asia and around the world the chance to develop their talents and use our experience to help them achieve their goals, on and off track.


"Through Team Lotus in F1™ and Team AirAsia in GP2 we have the perfect platforms to provide aspiring world champions with a clear route to the very top and with AirAsia as our key partner in the program we have a team of people to call on whose core philosophy is about making dreams come true".

The launch of the program, which culminated with live runs of the Team Lotus Formula One™ car by team drivers, Jarno Trulli and Heikki Kovalainen, as well as AirAsia Team Lotus Driver Development Program driver Alexander Rossi, on the streets of Putrajaya also included a fly-by by AirAsia’s Team Lotus branded A320 aircraft.

The event was also attended by the youngsters who are currently part of the AirAsia Team Lotus Driver Development Program. Besides the live run and the meet and greet session with Jarno Trulli and Heikki Kovalainen, the public had the opportunity to go on the kart and pocket bike rides which were made available for free.



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