After a prolonged separation from previous partner Aviva, and trouble finding a replacement, the news of an American insurer taking over the title sponsorship of the top level of English rugby was greeted with many a raised eyebrow. Who is this Arthur J Gallagher and why is he sponsoring English Rugby? Well, it turns…
Any sponsorship is only as good as its activation. And so, to find and deliver the best possible sponsorship activation, I thought I should find out what has been the best example so far. Who better to ask than Will Greenwood, the England Rugby International who played for Leicester Tigers and Harlequins and now has…
In February 2007 Lloyds TSB signed the first partner agreement with Locog for the London 2012 Olympic and Paralympic Games. One year on from the Games, I have three questions: What did they want to achieve from that? How did they make it happen? How did they measure it? 1) Setting clear objectives.…
1) The right fit – in terms of partner, values and strategy. The property you decide to sponsor has to make sense. It has to be a good fit, not only for your clients and new clients to believe it is genuine, but also to ensure a good mutually beneficial partnership. e.g. Dove Men+Care in…