We’ve brought together an extremely well-qualified cast to discuss how ‘sponsorship’ has evolved and how true, meaningful, two-way partnerships between a brand and rights holder (brands in their own right) is the way forward to deliver effective results.
Since our inception 30 years ago, HPS Jardine has always delivered successful brand partnerships on behalf of clients. Working for both Cameland Land Rover in the ‘90s, Jardine was a key component of the success of the Camel Trophy, taking standard Land Rovers off the production line and plunging them into the jungles of South America or the ice of Siberia in the hands of amateur competitors from all over the world.
More recently, we’ve worked withNissan and PlayStationon the ground-breaking GT Academy programme, taking super-quick gamers and turning the best of them into successful racing drivers. Both of these examples are, of course, two brands working together to create a bespoke partnership programme. However, we have also delivered many fantastic examples of partnerships between organisations that might fit more into the traditional mould of sponsor and rights holder – the PlayStation Schools Cup, for example, where the sum is greater than the parts, or Petronas’s partnership in Formula 1.
But that is enough about us. Our masterclass series is about sharing best practice, passing on some great hints and tips, peer-to-peer learning and discussion.
Chris Murray, head of marketing at Williams Formula 1, will be sharing how stickers on cars is just a small part of what the team, and the entire Williams Group, now offers its brand partners.
Matt Leopold of British Gas will talk about how the company ripped up the sponsorship rule book as it shaped its partnership with British Swimming.
Usama Al-Qassab, PlayStation’s European head of marketing, will bring a unique perspective on how PlayStation can give its partners access to a very hard-to-reach audience, as well as adding a layer of cool. PlayStation’s portfolio in this space spans the large-scale partnerships such as the UEFA Champions League, the UK grassroots PlayStation Schools Cup, and PlayStation’s GT Academy partnership with Nissan.
And last, but by no means least, Toby Hester, is a board director of the European Sponsorship Association. He previously held a number of senior sponsorship roles, overseeing football, cycling and Rolling Stones partnerships for T-Mobile before helping steer Castrol through its UEFA and FIFA partnerships.
Brand representatives and rights holders can spend an informative morning at the masterclass followed by a lively Q&A session, some great networking opportunities, a good lunch and the chance to challenge me to a game of table tennis.
A few spaces still available, sign up now.
ARTICLE BY RUPERT WILLIAMSON
MD at hps Jardine. PR, sponsorship and events specialist with an impressive track record in sport and automotive worlds.