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  UK sponsorship news update ... November, 2011
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28th November, 2011

Freesat launches sponsorship with
Channel 5

Freesat and Channel 5 have announced a marketing partnership which will see Freesat sponsoring Charley Boorman’s Extreme Frontiers, beginning tonight at 9.00pm.

The deal represents Freesat's first programme sponsorship and comes one week after the launch of Freesat's latest TV advertising campaign, which is running on Channel 5 (as well as the other main commercial TV channels) and focuses on Freesat's Catch-free TV proposition.

Extreme Frontiers is Charley Boorman's debut series for Channel 5.

Nick Bampton, Commercial Sales Director at Channel 5 said: "Freesat has become a key player in free TV. This sponsorship is the beginning of a deeper partnership utilising Channel 5's assets to help with the growth of the Freesat platform".

Will Abbott, Freesat's Marketing and Communications Director says: "This is an exciting development for Freesat – our first TV sponsorship.

"Charley Boorman’s Extreme Frontiers was the perfect fit for the Freesat brand, reflecting the sense of freedom at the heart of our offer".


25th November, 2011

Investec becomes new Title Sponsor of Test cricket for the next ten years

The England and Wales Cricket Board has announced that Investec, the international specialist bank and asset manager, has agreed to become the new title sponsor of Test match cricket for the next ten years.

The sponsorship, which will run until 2021, is the longest sponsorship agreement secured in the ECB's history.

It will begin next summer when England take on West Indies and South Africa. This will be followed by three home Ashes series against Australia in 2013, 2015 and 2019, and major tours by India in 2014 and 2018, Pakistan in 2016 and South Africa in 2017.

ECB chief executive David Collier said: "This is excellent news for all supporters of Test cricket and a further boost for our five-day game following the England team's recent achievement in becoming the world's number one ranked Test side.

"Investec are an established brand with extensive experience in the sports sponsorship field and we are delighted that they have made such a significant, long-term commitment to promoting Test cricket in this country. The extent of their investment reflects the fact that our five-day game continues to command very significant audiences - both at home where we achieved record attendances for international cricket in 2011 and abroad where the England team is gaining increased exposure in markets such as Asia, South Africa and Australia.

"ECB has an excellent track record in developing and sustaining business partnerships across professional and recreational cricket and we look forward to working closely with everyone at Investec over the coming decade".

As part of the agreement, Investec will receive a range of sponsorship and advertising rights which will include ticketing, hospitality and access to England players.

The London and Johannesburg-based firm becomes only the third company ever to sponsor Test match cricket in this country and succeeds the energy provider npower whose ten-year association with English cricket concluded at the end of the 2011 season.

Raymond van Niekerk, global marketing director of Investec, said: "Investec is delighted to announce this landmark ten-year sponsorship of Test match cricket in England. The five-day game requires intelligence, teamwork, adaptability and a strong competitive spirit; attributes that are closely aligned to Investec's business values.

"We are excited to begin our sponsorship with England as the world number one team in the Test rankings, following their impressive defeat of India in the summer. Investec has an established track record of enhancing the sports events it is associated with and we look forward to working with the ECB over the coming years".


21st November, 2011

NME unwinds in partnership with relaxation drink Marley's Mellow Mood

Multiplatform music brand NME has partnered with new premium relaxation drink Marley's Mellow Mood to host a series of live music events.

The partnership sees NME create a series of acoustic events to promote the stress and tension relieving properties of the new drink brand. The gigs feature up and coming artists and will take place on Sunday afternoons in venues that have what the organisers call a "relaxed vibe".

The gigs are free to attend and visitors will have the opportunity to sample the chilled drinks whilst they soak up the relaxing atmosphere.

Artists include Lucy Rose (at the Lock Tavern, Camden), The Heartbreaks (at Night & Day Café in Manchester) and Rachel Sermanni (at Brel in Glasgow).

The activity will be promoted by a six week cross-platform campaign, including advertorials, live ads, editorial in NME, and 'takeovers' of NME.COM. In addition, as part of the deal, NME Radio will introduce Chilled Sundays – four hours (8.00am to 12.00pm) of laid-back tunes in association with the all-natural relaxation drink.

The partnership was developed by IPC Inspire Men & Music's head of creative media, Rob Hunt.

Hunt said: "These gigs are a perfect way for our audience to relax after a hectic week's gigging. We built this idea based on the Marley's Mellow Mood strategy of enhancing chilled moments and our complete cross-media exposure really brings the campaign to life".

Marley's Mellow Mood brand manager John Mulvey added: "The multi-platform NME proposition really works for us. These acoustic gigs really showcase the unique properties of Marley's Mellow Mood. NME found the right bands, great venues and amplified our campaign across their portfolio - print, digital, radio, even social media - integrated in the truest sense of the word".


18th November, 2011

Aviva hands Norwich City shirt sponsorship to Railway Children charity

A national charity that supports vulnerable young people on Britain’s streets will be given a major boost this weekend as Aviva hands over its high-profile shirt sponsorship of Norwich City to Railway Children.

The Railway Children logo will take pride of place on the Canaries' shirts for the eagerly-awaited clash against Arsenal tomorrow which is being televised live on Sky Sports. Additional ndraising for the children's charity is also taking place throughout the day

The event marks the first time a commercial sponsor has handed over its shirt logo to a charity for a one-off Barclays Premier League match. It's the result of the close working relationship between Aviva and Norwich City and the initiative has been approved by the Barclays Premier League.

City Chief Executive David McNally said: "Norwich City are delighted to support Aviva's charity partnership with Railway Children and their gesture of handing over shirt sponsorship for the Arsenal game. It is a great opportunity for our fans to show their support and to raise the profile of such an important cause".

This is the fourth year that Aviva has given away its Norwich City shirt sponsorship to a charity. This year's sponsorship, says Aviva, marks the continuation of its commitment to its chosen national charity, Railway Children, which helps raise awareness of the fact that every year in the UK an estimated 100,000 young people under the age of sixteen run away from home. One in six of these end up sleeping rough. Often these young people are escaping very difficult home circumstances and see the streets as their safest option.

Former X-Factor winner Alexandra Burke, who has just been announced as Railway Children's first UK celebrity ambassador, will also be at the match on Saturday. She said: "It's shocking that here in the UK children are ending up alone and at risk on our streets. But what's more alarming to me is that people aren't talking about it more. It's not just something that happens in other countries, it's happening right now in our communities and to our children. We need to start shouting about it.

"This gesture from Aviva for this match will help spread the word, and I hope that the Norwich City and Arsenal fans attending the game will be ready to lend their support to Railway Children".

Aviva's work with Railway Children is part of its five-year global Street to School programme to raise awareness and support for children living and working on the streets around the world.

Terina Keene, Railway Children, Chief Executive said: "It's a chilling fact that every year in the UK 100,000 young people under the age of sixteen run away from home. Having survived a difficult home environment, many young runaways have lost their trust in adults and see the streets as their only alternative if they feel they cannot live at home any longer. Faced with limited choices and not knowing where to turn, many end up living alone on the streets, where they are at risk of violence, sexual abuse and drug or alcohol dependency.

"We fight for children living on the streets everyday, and we are delighted that Norwich City, through our partners Aviva, have embraced Railway Children and our cause so wholeheartedly. This game will provide a much needed boost to Railway Children's work across the UK, by raising awareness of the issue, as well as much-needed funds".

Anne Filatotchev, marketing director, Aviva UK, said: "Aviva works with Railway Children to raise awareness about the issue of young runaways. With the high profile nature of our Norwich City sponsorship and of Barclays Premier League football in general, we have the perfect opportunity to raise awareness nationally of the important work this charity does".


17th November, 2011

Vodafone in seven season sponsorship deal with London Fashion Week

Vodafone UK is to become the Principal Sponsor of London Fashion Week, starting in February 2012.

The seven season partnership will allow Vodafone customers to get closer than ever before to the emerging trends as they unfold at London Fashion Week. Vodafone has been closely involved with London Fashion Week for the past three seasons in its role as official communications partner and title sponsor of London Fashion Weekend.

Starting from London Fashion Week this February, as all eyes fall on the London catwalks, ss part of Vodafone VIP Vodafone customers will be able to win tickets to all catwalk shows taking place at the official BFC Catwalk Show Space in Somerset House. They will will benefit from an exclusive viewing platform for the shows offering a prime view of the runway and have access to a VIP lounge for an intimate experience of London Fashion Week.

Caroline Rush, CEO of the British Fashion Council, said: "Vodafone understand innovation. Through this partnership with London Fashion Week, British Fashion Awards and Vodafone London Fashion Weekend they will be supporting our innovative talent whilst providing unique opportunities and access for their customers to experience fashion".

Danielle Crook, Vodafone's UK Director of Brand Marketing, said: "From Haute Couture to high street trends, our customers tell us that fashion is one of their great passions. Through this exciting extension of our partnership with London Fashion Week we're looking forward to giving them even greater access to the heart of the British fashion world".

Vodafone UK will continue to be title sponsor of Vodafone London Fashion Weekend and sponsor of the British Fashion Awards.


16th November, 2011

Business comms. company Jelly Communications to sponsor Crystal Palace

Independent business telecommunications company Jelly Communications has announced a new sponsorship agreement with Championship football club Crystal Palace.

The agreement, which sees Jelly become a Platinum sponsor partner, will feature the Jelly logo and web address (www.jellycoms.co.uk) on the back of the first team kit, on the media interview background, on the front of the programme and around the ground on advertising boards.

Jelly currently has a hospitality deal with the Eagles which provides a hospitality box and ground banner together with programme and team sheet advertising.

"This is a very positive and exciting step for Jelly Communications", said Jelly's Managing Director Gareth Limpenny. "As the Jelly business continues to grow, we have been looking at ways of increasing awareness and building profile and with Palace doing well on the pitch, this seems an ideal match. We are looking forward to developing joint initiatives including specific promotions based around our sponsorship".

Crystal Palace Chief Executive Phil Alexander was equally upbeat: "We are absolutely delighted that Jelly Communications have confirmed as Platinum Sponsors for the remainder of 2011/12", he said.

"Jelly are already valued partners of Crystal Palace FC, being Seasonal Executive Box holders at Selhurst Park, and we are delighted that their branding will now appear on the rear of the first team shirts and shorts for the remainder of this season. Our objective is to make sure the Jelly brand receives the maximum exposure and provides an excellent return for their business over the next six months and beyond as our relationship grows".

On the telecommunications front, Jelly manages Crystal Palace's mobile phone contracts and has also recently been awarded its fixed line business with a new integrated IP telephony for sixty-five extensions that covers Selhurst Park, the training ground and replaces the two existing systems.


15th November, 2011

Samsung secures title sponsorship of ice rink at Hyde Park Winter Wonderland

Samsung Electronics UK has announced that it has teamed up with the UK's spectacular winter destination, Hyde Park Winter Wonderland to become title sponsor of its "new-look" ice rink.

In celebration of its Galaxy S II White, the ice rink will carry the name The Samsung Galaxy Ice Rink this Christmas.

Samsung explains that it chose the popular family attraction - the ice rink at Hyde Park Winter Wonderland - as the perfect location to highlight its family of Galaxy devices.

For the first time, the Samsung Galaxy Ice Rink will surround the Victorian bandstand, creating a beautiful centrepiece for Winter Wonderland. Stretching to 1600m2, the rink will be the largest outdoor rink in the UK.

As part of the sponsorship, Samsung receives naming rights to the rink, branding on leaflets to be distributed around London, presence on advertising and Hyde Park Winter Wonderland social media sites and an allocation of tickets.

Simon Stanford, Managing Director, Mobile, Samsung UK and Ireland said: "Over 2.2 million people visited Hyde Park Winter Wonderland last year – so we want to use this opportunity to highlight our range of devices to this audience. Winter Wonderland is a family event which has something for everyone – just like our family of Galaxy devices".

The sponsorship deal was brokered by sponsorship agency brandmeetsbrand. Jon Rogers, Director of PWR Events, the organisers of Hyde Park Winter Wonderland said: "PWR Events are very proud to be working with Samsung to create the Samsung Galaxy Ice Rink which will undoubtedly become the centre piece to this year's Hyde Park Winter Wonderland event".


14th November, 2011

QPR and Lotus F1 in dual-branding initiative

Ahead of the Abu Dhabi Grand Prix, QPR Manager Neil Warnock and Shaun Wright Phillips, Jay Bothroyd and Heidar Helguson unveiled the latest update to the Team Lotus T128 livery, the QPR Club crest that will now enjoy prominent branding on the F1 team's race cars for the remaining two races of the 2011 season and beyond.

In addition, Caterham branding will also soon be seen at Loftus Road, giving even more exposure to the brand across all global media platforms where the Barclays Premier League is broadcast and covered.

Tony Fernandes, QPR Chairman and Team Lotus Team Principal, told www.qpr.co.uk: "Since we took over QPR, the teams at the football club, Caterham Cars and our F1 team have been working on a number of dual-brand initiatives that will create both brand and business value for the respective businesses, and will create exciting programmes for the fans and customers of each brand.

"Today’s unveiling of the QPR logo on our F1 car is the first and most obvious sign of those partnerships, and more will be announced in due course".

QPR CEO Philip Beard added: "We are obviously very proud to see our club's crest on the F1 cars here in Abu Dhabi and it is great news for our team and our fans that QPR will be lining up with Team Lotus in the races here and in Brazil.

"Exciting times lie ahead for our football club and all of Tony and his fellow shareholders' interests in F1 and roadcars, and we are delighted to be able to show how closely we are working together here and at Loftus Road".


9th November, 2011

Colleague Software sponsors UK Recruitment Squash Tournament in aid of four cancer charities

Colleague Software has announced its sponsorship of the UK Recruitment Squash Tournament.

Hosted by Colleague recruiter software user, InterQuest Group plc - one of the leading I.T Staffing companies in the UK – the tournament will be open to recruitment companies from every sector in the UK.

The finals will be played on the Glass Squash Court at Canary Wharf in March 2012 and will feature a champagne lunch reception. The prime charity is Cancer Research UK; the tournament will also be supporting CLIC Sargent, MacMillan and Marie Curie.

Matt Crawcour, Business Development Director at InterQuest and former squash professional, came up with the idea of hosting an industry wide squash tournament.

"We're very excited about the tournament at InterQuest", he said. "It is a great way to bring a diverse range of recruiters together, have some fun and support some very worthy causes. We're very grateful for Colleague Software's support".

Will Minns, Managing Director of Colleague Software, said: "I think the tournament is a fantastic idea and I am very happy to be supporting it. I look forward to seeing some stiff competition between many of our customers on the courts!"


8th November, 2011

Women's sport misses out on big deals ahead of Olympics, despite public demand: WSFF report

A report released yesterday by The Commission on the Future of Women's Sport suggests that sponsorship of women's elite sport in the UK amounted to just 0.5% of the total market.

This compares to 61.1% for men's sport over the same period, between January 2010 and August 2011. Mixed sports accounts for the remainder of the market.

"Big Deal? The case for commercial investment in women's sport" reveals that there continues to be a chronic lack of investment in women's elite sport, with only a 0.1% increase in value between the last time the market was valued and 2010-11, despite the imminent Olympics on home soil. The exceptionally low figure contrasts with growing TV audiences and public interest.

Women's sporting events, such as the Women's World Cup this summer, are drawing increased audiences, says the report, often comparing favourably with men's events, and the final of the World Cup is also the second most tweeted about event ever online. Research carried out in 2010, also shows that there is a demand amongst sports fans, with 61% wanting to see more women's sport.

Baroness Tanni Grey-Thompson, Chair of The Commission, said: "It's a depressing state of affairs. Our research tells us that men and women are keen to see more women's sport on our screens but many sports, potential sponsors and broadcasters, seem to be spectacularly missing out on the opportunity to secure some great deals.

"In just a few months, the eyes of the world will be on London 2012 – the only occasion in our lifetime that we'll be a global showcase for women's elite sport in this country. It's disappointing that more brands and rights holders haven't seized the opportunity to benefit themselves and women's sport, and help create a lasting legacy".

Despite the disappointing figures, the value of women's deals recorded in the first half 2011 does offer a glimmer of hope, representing 1.5% of the total market so far this year.

There were some brands that bucked the trend opting to invest in women's team sports. Investec's landmark sponsorship of England Hockey and GB Women's Hockey; commercial support from Continental Tyres, Umbro, Vauxhall, and Yorkshire Building Society for the FA's Women's Super League; Invesco Perpetual and Price Waterhouse Coopers sponsorship of the Henley Ladies Regatta; and Fiat's backing of England Netball.

Brands such as Samsung, Speedo, Hovis, BP, British Airways and BMW also seized the golden opportunity ahead of the Olympics, says the report, to back some of the UK's female sporting talents such as Zara Phillips, Keri-Anne Payne, Victoria Pendleton, Jessica Ennis and Ellie Simmonds.

The data for the Big Deal? report was analysed between January 2010 and August 2011 by HAVAS Sponsorships Insights and is taken from The World Sponsorship Monitor (TWSM) and the Broadcasting Audience Research Board (BARB).

The Commission, which aims to improve investment in, the profile of and leadership in women's sport, is supported and run by the charity The Women's Sport & Fitness Foundation (WSFF). The charity, which campaigns to get more women more active, fears the lack of investment in elite women's sport has broader health, social and economic implications.

Sue Tibballs, Chief Executive of the WSFF, said: "The time is ripe for investment in women's sport. However, the lack of investment accounts, in large part, for the absence of a female sporting culture in the UK – women's sport is not widely promoted and its competitors are not being publicly presented as fit and healthy sporting role models to inspire women and girls to be physically active.

"Despite some growth in participation over the past five years, 80% of women and girls – half the UK population – are not playing enough sport or doing enough exercise to benefit their health. Associated illness from physical inactivity costs the UK tax payer billions each year and it's forecast that the majority of women will be overweight in twenty years. A nation of more active women, inspired in part by our leading sportswomen, could make a massive difference in reversing this trend".

The report cites ten top reasons why the time is ripe to invest in women's sport, including international success, low cost of entry, London 2012 and the powerful engagement opportunities offered by social media. It also urges rights-holders and sports governing bodies to ensure they invest in high quality business cases, be more creative with the products of women's sport and develop strong relationships with sponsors and broadcasters.

It suggests potential sponsors should invest in understanding the market and collaborate with rights-holders to create and present events in a media-friendly way, as well as encouraging media and broadcasters to reflect and capitalise on public demand.


7th November, 2011

Sainsbury's unveils partnership with David Beckham

Sainsbury's has announced a long-term partnership with David Beckham, in which he will be Sainsbury's ambassador to inspire children of all ages and abilities to lead healthier and more active lifestyles.

The main focus for Beckham's activity will be supporting the highly successful Active Kids campaign which has now donated over £115 million worth of equipment and experiences to nurseries, schools, Scout and Guide groups, and Clubmark-accredited sports clubs. He joins existing Active Kids ambassador Ellie Simmonds.

Ahead of London 2012, Beckham will also become Sainsbury's ambassador for its London 2012 Paralympic Games sponsorship getting involved in campaigns such as the 1 Million Kids Challenge designed to encourage school children of all ages and abilities to have a go at a Paralympic sport through the distribution of free equipment to schools.

Launched by Sainsbury's in April 2011, the 1 Million Kids Challenge has already received pledges from just under 6,000 schools representing 1.9 million children, almost doubling the target initially set.

Justin King, Sainsbury's Chief Executive commented: "We're thrilled to have David on board as an ambassador of our Active Kids campaign. As a world class athlete and father of four, David is the ideal ambassador to support our commitment to encourage children to get active and live healthier lifestyles for less money. And with a year to go until the Paralympic Games, David's involvement in the 1 Million Kids Challenge will raise the profile even further of disability sport, to help us make this the best Paralympic Games yet".

David Beckham said: "I know the difference leading a healthier and more active life can make to kids and I have been really impressed with the long-term commitment that Sainsbury's has made. I am looking forward to working with Sainsbury's to help UK kids have fun, become even more active and introduce them to Paralympic Sports through the 1 Million Kids Challenge".

Beckham will front a marketing campaign for Sainsbury's, beginning with an in-cinema advert, which will launch on 25th November.


4th November, 2011

Be Wiser Insurance announces 2012 sponsorship of British Superbike racing team, AP Kawasaki

Be Wiser Insurance, one of the UK's largest privately owned motor insurance brokers, has announced that it has agreed to be a major sponsor for AP Kawasaki for the forthcoming 2012 British Superbike Championship.

Andrew Dunkerley, marketing director for Be Wiser, said: "Be Wiser has developed very quickly over the four years that it has been in existence and we had reached the stage at which we were looking for an opportunity to create more brand awareness in the motorcycle market at a cost effective level".

"AP Kawasaki impressed us as being a relatively new team who professionally presented themselves to us – and we hope that our sponsorship will help the team further develop in the new 2012 championship year".

Alan Greig, team manager of AP Kawasaki welcomed Be Wiser's sponsorship and said: "The current economic climate has made sourcing sponsorship a difficult one – so it was a great pleasure to meet with a dynamic company who embraced the same virtues as our own, and who were quick to reach a decision and sponsorship agreement".

AP Kawasaki will be running riders in the Metzeler 600cc and 1,000cc Super Stock classes of the British Superbike championship. Freddie Russo, who achieved several podiums and a race win in the 600cc class this year will step up to the 1,000cc class and will be joined by Patrick Medcalf who has previously won both the 600cc and 1,000cc Australian Championships and currently lies second in the Australian Superbike Championship.


2nd November, 2011

QuickQuid sponsors Credit Action's DebtCred

QuickQuid, an online short-term lender, has formed a sponsorship with Credit Action in an effort to provide financial support to Credit Action's DebtCred program.

The sponsorship will enable Credit Action to conduct twenty-five workshops reaching 750 students on the subject of financial education.

"As a loan provider dedicated to responsible lending practices, we believe that it is important to educate as many people as we can about the importance of responsible money management. This sponsorship reflects our initiative to provide payday loans only to those who absolutely need them, and not to take advantage of any person's financial difficulties", said Arad Levertov, Head of QuickQuid Operations.

Credit Action is a national money education charity that operates at both the local and national level through a variety of targeted projects. The projects place emphasis on providing help to those most vulnerable to financial difficulties.

QuickQuid says it hopes that, through this sponsorship, the public will be better informed on how to manage their finances, resulting in less need for emergency assistance. "QuickQuid strives to provide its customers with safe and reliable short-term loan services, being careful to only approve applications that meet our responsible lending criteria", they added.



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