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UK sponsorship news update ...

October 2011

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28th October, 2011

Savills goes up and under to sponsor Bath Rugby

Savills has joined Bath Rugby as the official estate agency to the Club.

As part of the partnership the property specialist, whose George Street office is one of 200 across the globe, is sponsoring the 'Bath Rugby Up and Unders', a scheme which introduces toddlers to the game.

James Mackenzie of Savills explained: "Bath Rugby is part of the fabric of Bath, the place where we love to live and work. We're passionate about the city and about the sport - so the opportunity to become the Club's official estate agency was one we are really excited by.

"As part of our new relationship, we've decided to sponsor the 'Bath Rugby Up and Unders'. Many of us in the Savills Bath team have young children and appreciate how important sport can be to help build confidence and independence.

"We like to think that we're investing in the next generation of Bath Rugby, the city and the sport".

Nick Blofeld, Chief Executive of Bath Rugby, added: "Savills is synonymous with quality property in the city. We know there is a genuine and active involvement in the game amongst many of their staff, and I have already stood on the touch line with some of them at a local school match, so we are delighted to be able to count them among our partners and sponsors."


24th October, 2011

Tesco announced as Major Sponsor of WorldPride 2012

Pride London, which will host WorldPride2012 in London next year, has announced Tesco as a Gold Sponsor of WorldPride 2012, pledging a significant sum towards the event and committing to running an area for families at the event.

The company joins headline sponsor Smirnoff as a top tier supporter of the event.

Tesco, the UK's largest retailer with over 2,700 stores in the UK and operations in fourteen countries, employing over 492,000 people, signed the deal this week as Pride London, the largest Gay Pride event in the UK announced the first details of its plans for next year's landmark event.

The funding will make a contribution towards the £800,000 cost of running the event, helping to ensure that it remains entirely free for those attending, unlike other Pride events around the UK which have opted to introduce an element of charging for attendance.

As part of the deal, Tesco will once again operate a family area which will provide families attending the event with a safe, relaxed and chilled out space featuring family-friendly entertainment and activities to keep its younger guests amused. The area was a huge success, say the organisers, when it was first introduced at last year's event and is expected to be bigger and better in 2012.

Explaining the reason behind their decision to partner with Pride London, Andrew Higginson, CEO of Retailing Services at Tesco said: "We're very pleased to be sponsoring WorldPride 2012, following our extremely successful presence at Pride London 2011. Tesco is the UK's largest private employer, and a very diverse international organisation where everybody is welcome.

"Our Out at Tesco team will be working closely with Pride London to ensure next year's event is even more fun".

Speaking about the agreement, Paul Birrell, Chair of Pride London commented: "WorldPride 2012 will be bigger, better and longer than any other Pride event has ever been but running the largest un-ticketed event in Europe does not happen for free. Whilst Pride is organised entirely by volunteers it costs in excess of £800,000 to run each year.

"We are proud that Pride London remains a free event for everyone to enjoy but this is only possible because of companies like Tesco and their generous support".


19th October, 2011

ICC's international code of sponsorship rules updated

Helen Day, Head of European Policy for the European Sponsorship Association (ESA), has spoken of the importance of the recent updates to the international sponsorship code of ethics.

The code is used around the world as the basis for creating local and national legislation across the industry.

It is a distinct chapter within the International Chamber of Commerce (ICC) Consolidated Code of Advertising and Marketing Communications Practice, a self-regulatory agreement which is designed to build consumer trust through best practise marketing and advertising.

ESA played an integral role during the year long negotiations with the ICC around their updated code, ensuring that the worldwide sponsorship industry's views were well represented in the discussions.

Helen Day, the European Sponsorship Association's Head of European Policy said: "The changes embrace the growing reach of our industry, now incorporating sponsor-owned properties and the sponsorship elements of CR programmes, as well as giving further clarity to the controversial issue of ambush marketing. ESA is proud to have been instrumental in co-ordinating views of the industry across Europe and helping to clarify responsible behaviour within the sector today". The major updates are:

"Sponsor-owned properties are now included in the code,
    eg when sponsors create and own, for example, a golf tournament, and then present themselves as its sponsor they will now fall within the remit of the code;

"Corporate social responsibility (CR) programmes with a sponsorship element are now included in the code,
    eg when a company's CR programme includes sponsor benefits they are now included in the code.

"Responses to ambush marketing should be proportionate and not impact on the general public".

The code has always stated that brands should not pretend to be sponsors when they were not. This change urges property owners and sponsor brands not to over-react to ambush marketing and to bear in mind how their response will affect event audiences.

Full details of the sponsorship code can be found at www.codescentre.com/index.php/icc-code/chapter-b-sponsorship/46-article-b1-principles-governing-sponsorship.


17th October, 2011

Ernst & Young sponsors V&A's British Design: 1948-2012 exhibition

Ernst & Young have announced their sponsorship of the exhibition British Design 1948-2012: Innovation in the Modern Age, at the V&A in London, a celebration of the best of British creative design and talent from the past six decades.

The exhibition, which will run from 31st March to 12th August 2012, will bring together over 350 well-known British designs from fashion, furniture, fine art and graphics to architecture and industrial products, including a 1961 E-Type Jaguar and garments by Vivienne Westwood.

This is Ernst & Young's third collaboration with the V&A. The firm sponsored the highly acclaimed exhibitions Maharaja in 2009 and Art Deco in 2003. They see this as another exciting collaboration between business and the arts.

The V&A's major spring exhibition will showcase the best of British design and creative talent from the 1948 'Austerity Olympics' to the summer of 2012. It will be the first comprehensive exhibition to examine the ways in which artists and designers who were born, trained or working in the UK have produced innovative and internationally acclaimed works from post-war to the present day.

Martin Cook, UK & Ireland Commercial Leader at Ernst & Young, said: "Businesses that are entrepreneurial and innovative can excel even during economic downturns, especially with great design. This exhibition is a timely reminder of the UK’s design brilliance.

"We have been sponsoring the arts in the UK for seventeen years - about as long as we have been championing entrepreneurs through our Entrepreneur of The Year programme. Through sponsoring this exhibition we can bring these two passions together, as well as give the public access to great exhibitions even in the face of Government cuts".

As part of the sponsorship, Ernst & Young will also be hosting events linked to the exhibition for its clients, business contacts and its employees and their families. Ernst & Young employees throughout the UK will be given free access to the exhibition.

Illustration credits: Jaguar E-Type, 1961, Jaguar Heritage; Aquatics Centre for the London 2012 Olympic Games, designed by Zaha Hadid Architects, completed 2011, shown in Legacy mode


13th October, 2011

Wigan Warriors' Main Sponsor extends deal for another twelve months

Wigan Warriors have announced that Main Club Sponsor, Applicado-FS, has extended its sponsorship of the Challenge Cup Winners for a further twelve months to include the 2013 season.

The Applicado-FS name and logo will continue to appear on the front of the home and away shirts for the next two seasons as well as on branding throughout the DW Stadium. The partnership also includes hospitality at Warriors matches and joint community-based initiatives.

Speaking about the sponsorship extension, Andrew Pickering CTO and Co-Founder of Applicado-FS, said: "We are thrilled to have agreed a sponsorship extension with the Warriors for 2013 and look forward to the next two seasons as the Main Club Sponsor. We have really enjoyed being a part of the Club's success in 2011 with the Carnegie Challenge Cup win at Wembley, whilst the arrangement has also helped us to develop our business.

"We are delighted that Wigan-born Shaun Wane has been given the opportunity to lead the Club forward and we are looking forward to further success on and off the field for both the Warriors and Applicado-FS in the years to come".

Wigan Warriors Sales Director Geoff Warburton was similarly upbeat: "I'd like to thank Applicado-FS for their continued commitment to the Club. Their support, above-and-beyond the terms of the initial agreement, has been exceptional and integral to our success on the field, in business and in the community. It has been great to work with Andrew and his team during the past 12 months and we are looking forward to building on this over the coming two seasons".

Applicado-FS are one of the fastest growing independent management consultancy companies in the UK and deliver large and complex financial programmes as well as smaller technology-focussed projects. The company specialises in System Architecture, Network Design, Infrastructure Builds, Application and System Integration, Service Management, Project Support and Business Analysis.

Picture: Andrew Pickering from Applicado-FS with Wigan Warriors New Head Coach Shaun Wane.


11th October, 2011

Motorola Mobility UK brings fans closer to the NFL with new sponsorship deal

Motorola Mobility UK Ltd has today announced a sponsorship deal with the NFL in the UK, which includes a rights package around the 2011 NFL International Series game between the Chicago Bears and the Tampa Bay Buccaneers on Sunday, 23rd October at Wembley Stadium, and the wider NFL season including the Super Bowl.

As part of the sponsorship, Motorola Mobility, who will become 'Wireless Communications Provider of the NFL' in the UK, has launched an integrated marketing campaign building on the brand's history as one of the NFL's flagship sponsors in the USA.

As part of the campaign, Motorola Mobility has launched an NFL-themed microsite at www.motorola.co.uk/NFL, which features an online game giving players the chance to win a VIP trip to Super Bowl XLVI in Indianapolis in February 2012, as well as a host of Motorola Mobility products and NFL merchandise. The game invites would-be quarterbacks to throw three passes to their wide-receiver. Each participant who successfully scores a touchdown will be entered into a free prize draw to win the trip. The site features real-life sound effects and obstacles, and includes the NFL's opposition players who intercept the football.

The integrated campaign runs across outdoor media and experiential activity at various events before and at the game. These include the official Wembley Tailgate party and the NFL Fan Rally in Trafalgar Square, plus call centre activities with key retail partners and presence on Motorola Mobility’s online portals, including the Motorola Europe Facebook page.

The activity also incorporates presenting sponsorship of the free pre-game Friday Night Lights screening of the iconic movie Jerry Maguire in Trafalgar Square on Friday, 21st October, complete with free popcorn and performances from the Buccaneers cheerleaders.

Victoria McManus, UK marketing director, Motorola Mobility, said: "Motorola has a proud history as one of the NFL's premier sponsors in the US and we are delighted to extend the partnership and bring all the thrill of the game to a UK audience. Our online quarterback game will challenge fans to sharpen their skills on the field while the VIP grand prize is a money-can't-buy experience to place fans at the heart of the action in Indianapolis – may the best quarterback score the touchdown!"

Speaking about the Motorola Mobility and NFL partnership, Marc Armstrong, commercial director of NFL UK, said: "We are thrilled that Motorola Mobility UK is joining our sponsorship programme and the addition to our sponsor family of such a great brand is an endorsement of the NFL's UK strategy and a sign of our continuing growth in this market. Their comprehensive range of activities will be extremely popular with our existing UK fans and also help attract new fans to the sport".


7th October, 2011

Mayor secures Emirates Airline as private sponsor for new £36m cable car crossing across the Thames

The Mayor of London, Boris Johnson, has today announced that global airline Emirates will sponsor London's new cable car river crossing, to be known as the Emirates Air Line, in a ten year deal worth £36m.

The Emirates Air Line will connect north and south London, travelling between two new stations set to be named Emirates Greenwich Peninsula and Emirates Royal Docks.

Scheduled for completion in summer 2012 the Emirates Air Line will offer commuters and visitors majestic aerial views as they travel across the Thames and provide a much needed additional river crossing.

An animated dispay of the UK's first urban cable car can be viewed via this pop-up link.

With a capacity to carry up to 2,500 people per hour in each direction in the peak, equivalent to the capacity of thirty buses per hour, the Emirates Air Line will be the first of a package of measures to improve river crossings in east London. It is anticipated the Emirates Air Line will carry two million passengers per year.

The sponsorship deal secured by the Mayor and TfL will see Emirates provide significant private sector investment to this new transport scheme totaling £36m. The Emirates Air Line will be a key element of the Mayor's vision to transform east London into a bustling metropolitan quarter teeming with new businesses, entertainment and leisure facilities supported by world-class transportation.

Boris Johnson, the Mayor of London, said: "This multi-million pound deal is tremendous news for London, helping us to deliver a new addition to the city's skyline. The Emirates Air Line will be an exciting and innovative mode of transport easing travel for thousands and offering spectacular bird's eye vistas of our majestic Thames. The UK's first urban cable car will also act as a vibrant catalyst for the further regeneration of east London helping to attract jobs and investment for the benefit of Londoners".

Creating a direct link between the O2, Europe's biggest entertainment venue, and ExCeL, the UK's largest exhibition centre, the Emirates Air Line will also provide an additional interchange between the DLR and Jubilee line. Both areas surrounding the Emirates Air Line have been earmarked for a number of regeneration projects with the Royal Victoria Docks selected as one of the new Local Enterprise Zones. The Emirates Air Line will play a key role in supporting these regeneration projects by providing a faster and more direct link, taking just five minutes to cross the river. It will also provide local communities access to a range of entertainment, job and leisure opportunities that are set to become available as part of the regeneration.

The Mayor was joined by Tim Clark, President, Emirates Airline, and Mike Brown, Managing Director of London Underground and Rail, to announce the sponsorship deal. The Emirates Air Line will feature on the iconic Tube map and be included in TfL’s travel information. As title sponsor, Emirates will receive a range of naming and branding rights, including the right to name the scheme, its stations and the creation of a joint logo.

Tim Clark, President, Emirates Airline, said: "As one of the world’s most innovative airlines, the link with this new form of air travel in London is a perfect fit for us. The Emirates Air Line will take off as an iconic landmark for London. We are always looking for new ways to support the communities we serve and what better way than to bring this ground-breaking transport scheme to residents and visitors alike".

The announcement of the sponsorship agreement comes after an open and competitive process by led by TfL. The £36m sponsorship deal with Emirates forms part of the funding strategy to recoup the upfront construction costs provided for the link and provides 80 per cent of the overall construction cost. TfL continues to progress a funding strategy for the cable car including an application to a grant to the European Regional Development Fund (ERDF), additional sponsor agreements, retail space rental and fare revenue. A final decision on the ERDF application is expected in spring 2012.

Work to construct the Emirates Air Line continues apace with the foundations to build the two stations, Emirates Greenwich Peninsula and Emirates Royal Docks, now complete. The steel towers which will hold up the cable line are currently being fabricated into giant helix components ready for installation on site. Over the next few weeks building of the stations sub-structures will start to form the shell of the new stations that will welcome passengers once the Emirates Air Line opens for business next year. This will coincide with the piling to install the towers that will support the cable line. The Emirates Air Line is already providing a boost to the UK economy by creating work for the British manufacturing and construction industry. Factories across the UK are involved in the construction of the project, from the steel towers to the moquette on passenger seats.

Mike Brown, Managing Director of London Underground and London Rail, said: "This marks the start of an exciting new partnership. It's great that Emirates shares the Mayor and TfL's vision to create this innovative transport link across the Thames and boost regeneration in the area, the first urban cable car in the UK. Main construction works began in July and we are on track to open next summer. Much of the manufacture, including the steel towers, is being built in the UK, boosting companies across the country".


5th October, 2011

William Hill to sponsor ESPN's football coverage

William Hill, one of the UK's leading sports betting providers, has signed on to be the exclusive sponsor of ESPN's televised UK coverage of Italy's Serie A, the Russian Premier League and the Dutch Eredivisie, as part of an integrated, multi-platform affiliation with European football.

ESPN says the deal, booked through media and planning buying agency the7stars, demonstrates its ability to deliver value to brands and advertisers with international scale and relevance, as well as local precision.

The bookmaker will sponsor all of ESPN's televised match coverage – live, delayed and highlights – of three of Europe's leading domestic football leagues, with pre- and end-break TV bumpers. The sponsorship also extends to ESPN's various preview and review TV shows around the leagues.

William Hill will also be the exclusive UK betting partner for the sports media company's forthcoming mobile app for football news and information site, ESPNsoccernet. Further details will be announced at a later date, says the company. As well as display advertising, William Hill will be integrated into the app with a 'bet now' button, enabling users to place bets on football action as it happens.

Completing the multi-platform deal, William Hill will run display banners and rich-media ads. online with ESPNsoccernet.

Kristof Fahy, Chief Marketing Officer, William Hill, said: "ESPN is one of the leading names in sports media and we're really looking forward to working with them. This multi-platform deal will enable us to promote our brand and services to millions of sports fans across the UK, while our mobile betting partnership with ESPN looks like a real winner".

Alan Fagan, director advertising sales, ESPN EMEA, added: "Our multi-platform coverage of Europe's top football leagues is a popular part of the ESPN offering to fans and brands alike. Our agreement with William Hill, one of the UK's leading brands, reflects how we can deliver value to top-flight advertisers, connecting them with loyal and passionate UK football fans across multiple screens. ESPN has an unrivalled ability to serve advertisers with local precision and solutions in the UK, and in markets around the world".

Sports media company ESPN screens live action from the Barclays Premier League, FA Cup, Clydesdale Bank Premier League, UEFA Europa League, Bundesliga, Serie A, Eredivisie and Russian Premier League. ESPN also screens games from the MLS, summer tournaments including the Copa America and Emirates Cup, international friendlies, UEFA Euro 2012 qualifiers and friendlies featuring Germany and France.


4th October, 2011

Further details announced of Catalyst scheme to boost private giving to culture

Arts Council England, the Heritage Lottery Fund (HLF) and the Department for Culture Media and Sport (DCMS) have announced further details of the £100 million Catalyst scheme to boost private giving to the cultural sector and build long-term resilience, sustainability and innovation.

Full guidance for applicants has now been published with the first part of the scheme now open for heritage applications.

Catalyst is designed to enable arts and heritage organisations to diversify their income streams, attract significantly more funding by increasing their fundraising potential and help them to develop and explore innovative new approaches to securing private giving.

The £100 million Catalyst fund will be invested through:

Catalyst Endowments

    a £55m scheme jointly funded by Department for Culture Media and Sport (DCMS), Arts Council England and the Heritage Lottery Fund (HLF)

Catalyst Arts: capacity building and match funding scheme

     a £30m Arts Council capacity building and match funding scheme

Catalyst Arts and Catalyst Heritage fundraising capacity building programme (to be launched spring 2012)

     a £7m Arts Council fundraising capacity building small grant scheme

     a £5m HLF investment in capacity building, including a small grant scheme

The Arts Council will also invest £3m in a programme of learning and knowledge sharing.


3rd October, 2011

Natural History Museum announces three year sponsorship deal with Mastercard

The Natural History Museum has announced the beginning of a three year partnership with MasterCard, who will be sponsoring the Museum's After Hours and Night Safari evenings.

The new partnership between the museum and MasterCard means that the NHM will be sharing its science and the treasures of its collections with a wider range of visitors.

"Working with companies such as MasterCard provides invaluable support for our work", says the museum in its announcement. "As part of the Priceless London programme, MasterCard cardholders can take advantage of a range of exclusive experiences, offers and discounts created by MasterCard and the museum".

At After Hours, visitors can experience the museum and its exhibitions in the evening, enjoy a drink or a meal and take in the NHM's array of fascinating collections and galleries at their own leisure.

The museum's Night Safari offers the opportunity to meet its scientists and take a closer look at specimens not usually on display to the public. The Natural History Museum is home to three hundred scientists and over seventy million specimens. MasterCard cardholders who register at pricelesslondon.co.uk will have the opportunity to enjoy the MasterCard Bar at each After Hours event, where they will be served complimentary cocktails and canapés. MasterCard will also be hosting its own series of private Night Safari events, for 150 cardholders each time.

Dr Michael Dixon, Director of the Natural History Museum, commented: "We are delighted to be working in partnership with MasterCard. At the Natural History Museum we are committed to sharing our spaces, collections and scientific expertise with new audiences, and so this is a fantastic opportunity to develop this within our After Hours and Night Safari programmes".

Paul Trueman, Head of Marketing for MasterCard UK & Ireland, was equally upbeat: "MasterCard is evolving from a brand that celebrates Priceless moments to one that enables Priceless experiences, thereby bringing additional benefits to choosing to use MasterCard and building further emotional engagement with consumers.

"London is already an iconic, much-loved city and our aim is to enhance experiences of the capital for all MasterCard cardholders from London, the UK and abroad, through long-term partnerships such as this one with the Natural History Museum that underpin Priceless London".



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