Category: Blog

Red Bull Puts Cliff Diving on the Female Map 5th July, 2012

Slingshot alongside Scandinavian colleagues BITE manage the sponsorship for the Red Bull Cliff Diving Series in Grimstad, Norway. The World Series is cliff diving at its most death defying, with divers descending from heights of up to 28 metres. The Norway event, the second stop in the World Series calendar, takes place this weekend 6-7th July.

This year we managed to secure former female Olympic and World Champion Kari Traa and newcomer Anna Bader to this event in Norway and this recent article (translated from Norwegian) highlights this fantastic partnership that was built to promote the introduction of female cliff diving in the World Series in 2013.

Taken from an interview with Norwegian broadcaster NRK:

“Women should be bolder”, says former Olympic and World Champion Kari Traa as she tries to get more women involved in cliff diving.

On Tuesday Traa was at Justøybroa in Lillesand to sponsor the German Anna Bader, a lone female in the midst of the male-dominated sport. Next year it is determined that female divers will participate in the world series, and so, Bader was invited to Norway by Kari Traa to make a so-called “teaser dive.”

“The last seconds before the precipice, I am very focused. I’m trying to find the right feeling and energy, so at the moment I jump I am one hundred percent focused. It takes a lot of courage, but women are certainly able to carry on with this. I am really looking forward to women competing next year”, said the smiling 28-year-old to NRK.

Tuesday’s event was just a taster of what will happen in Grimstad during the Red Bull Cliff Diving this Saturday.

For more information on BITE and Slingshot Sponsorship’s joint services in the UK and Europe, please click here.

For the full article and to see Bader’s cliff dive on Tuesday at Justøybroa click here.

Checking-In to Sponsorship with Maps & Social Media 4th July, 2012

With branding and exposure only being part of the modern day sponsorship picture, the focus for brands now lies on new and innovative ways to interact and engage with consumers. Via the use of social media and mapping applications, brands are increasing audience engagement by tapping into their key interests whilst providing the opportunity to play a role and effect change within a campaign.

How are maps and social media being utilised?

Competitions and promotions offer a return for the audience with consumers being tasked with finding clues and unlocking codes in order to be in with a chance to win a reward. The key reason for engagement here, along with the resulting success of the campaign is that this is much more than being entered into a prize draw and getting lucky. Here, consumers are given a platform to compete and earn prizes, rather than simply win them.

Alternatively, games and applications are being used to task the key demographic with using a campaign in order to gain access to exclusive content. Different forms of digital entertainment are generally the ‘bait’ with consumers having the chance to unlock content including videos, music and games.

Example: Competitions

Consumers are now constantly being encouraged to compete with one another in order to win prizes; a great example of this being Evian’s recent campaign surrounding their 2012 Wimbledon Championships sponsorship. The public were given the opportunity to win tickets to this year’s tournament via hunting down a Wimbledon ball boy at large and checking-in via their social media accounts once finding him and receiving a numbered tennis ball.

Clues were posted on Evian’s Facebook and Twitter pages as to the ball boy’s whereabouts with a number being announced as the winner of VIP tickets at the end of each day.

Example: Social Gaming

Thanks to social media, marketers are simply able to launch a campaign and communicate the idea to those closest to the brand, with consumers then doing the leg-work to increase both exposure and engagement.

A perfect example of this would be a campaign mentioned before on the Slingshot blog but a perfect case study all the same: “Decode Jay-Z (Powered by Bing)”.

With Microsoft’s Bing search engine looking to increase their relevance with a younger audience, this campaign consisted of taking pages and scenarios from Jay-Z’s soon-to-be-released autobiography and bringing them to life at the range of locations documented in the book. This included a page printed on the bottom of a Miami swimming pool, plates from Jay-Z’s favourite restaurants and even custom-made Gucci jackets.

With clues being released daily via Facebook, Twitter and Radio, users were then encouraged to find real-life images of each page in each location using Bing’s Search and Maps tools and piece together the story on a dedicated micro-site for the campaign.

By using a relevant subject relating to the target demographic (Jay-Z), Bing were able to truly engage the audience with play time averaging eleven minutes. With Jay-Z’s Facebook ‘Likes’ increasing by over one million and his Decoded autobiography featuring on the Best Sellers List for nineteen straight weeks, Bing witnessed a visit increase of 11.7% in one month.

Why are such campaigns so successful?

Social media and maps are allowing for a whole new category of marketing in which communication of brand messaging is delegated to key brand fans. The most loyal consumers are now working on behalf of the brand in order to spread the word and pull others into the campaign, whilst encouraging these new ‘recruits’ to go out and do the same.

Unbeknown to the consumer, both brand awareness and credibility are being increased and improved via the use of location tagging, posts and tweets, reviews, image and video uploads and more. This in turn creates a buzz among the target demographic, initiating a mass shift in both brand perception and buying behaviour.

By using a relevant point of interest and in turn heavily engaging the audience, a consumer feels that a brand understands their preferences and will therefore cater to these needs and wants upon using their product or service. Trust, and in turn loyalty, are therefore instilled as the brand builds a reputation for giving the people what they want.

Given the effectiveness of digital marketing campaigns and their increasing role within today’s sponsorship model, consumers can be sure to look forward to more engaging competitions, rewards and exclusive content from their favourite brands in campaigns to come.

Warranty Direct Announced as the Headline Sponsor of What Car? Awards 2013 28th June, 2012

What Car? has announced that Warranty Direct will be headline sponsor of the What Car? Car of the Year Awards 2013, which will be held on January 9.  Warranty Direct will also sponsor the City Car category.

Andrew Golby, What Car? publishing director said: “We are delighted to be working with Warranty Direct, which is the industry’s leading provider of direct consumer warranties.”

The What Car? Car of the Year Awards are the most coveted accolades in the automotive industry. The Awards are presented to cars that set the highest standards in their sector after being put through the toughest, most rigorous tests by the most experienced team in the business.

The benefits of the sponsorship deal includes the alignment with the most authoritative and trusted brand in motoring, brand positioning and awareness, extensive PR opportunities, networking  and brand association to the awards via a multi-channel promotional campaign.

Duncan McClure Fisher, managing director of Warranty Direct Ltd, said: “We are looking forward to working with What Car? to help deliver the best ever What Car? Awards. A What Car? Award is essentially a huge stamp of approval that car buyers can trust. Hopefully they will be so pleased with their new car they will want to keep it and care for it with a Warranty Direct warranty when the original warranty expires.”

Andrew Golby continued: “Winning a What Car? Award is good for a car maker’s business. The authority of the What Car? brand sells cars, plain and simple. It adds power to advertising and marketing campaigns and is a huge draw for customers.”

The What Car? Car of the Year Awards event is attended by more than 1000 leading industry figureheads alongside the most influential motoring correspondents from the wider media.

The event is to be held at the Grosvenor House Hotel in London on January 9, 2013 with top-class entertainment yet to be announced. Previous headline acts have included Jonathan Ross, Jimmy Carr, Al Murray and Jo Brand.

PREVIOUS WHAT CAR? CAR OF THE YEAR WINNERS

2012                       Volkswagen Up                                                  1994                       Peugeot 306

2011                       Audi A1                                                                 1993                       Ford Mondeo

2010                       Peugeot 3008                                                     1992                       Volkswagen Golf

2009                       Ford Fiesta 1.25i 82 Zetec 5dr                        1991                       Rover Metro

2008                       Jaguar XF 2.7D V6 Luxury                                1990                       Rover 214 Si

2007                       Vauxhall Corsa                                                   1989                       Ford Fiesta

2006                       BMW 320d                                                           1988                       BMW 735i

2005                       Land Rover Discovery                                       1987                       Renault 21 Savannah

2004                       Volkswagen Golf                                                1986                       Saab 9000 Turbo 16

2003                       Seat Ibiza                                                             1985                       Volkswagen Golf

2002                       Toyota Corolla                                                    1984                       Peugeot 205

2001                       Ford Mondeo                                                      1983                       MG Metro

2000                       Skoda Fabia                                                       1982                       Mercedes 200T

1999                       Rover 75                                                              1981                       Volkswagen Golf

1998                       Land Rover Freelander                                    1980                       Vauxhall Astra

1997                       Renault Mégane Scénic                                   1979                       Peugeot 305

1996                       Peugeot 406                                                       1978                       Renault 20

1995                       VW Polo

The Origins of Sponsorship: Financing Scott's Expedition 27th June, 2012

For those of you who don’t know the history of Captain Robert Falcon Scott’s ‘Terra Nova’ expedition of 1910 to the South Pole, it is a fascinating story of exploration and the endurance of the human spirit. The expedition was so groundbreaking for its day the only recent comparison to be drawn of what his team overcame would be that of the space race to the moon. The objectives of this expedition were to charter new territory and to pioneer scientific research in polar wildlife and in doing so hoping to answer polemical questions surrounding evolution. Captain Scott, a former naval officer gathered together a team of leading scientists and explorers to accompany him. However, the major obstacle to this expedition was finance. To make this expedition possible, the ever resourceful Scott understood that the power of sponsorship was the key.

In order to reach the South Pole, Scott needed a ship, men and resources for the round trip past Australia and New Zealand which took them a total of eight months each way. This privately funded expedition cost an estimated amount of £40,000 or the equivalent of over £3 million of today’s value. Scott didn’t have the luxury of time either to raise the money, with competition from Norwegian explorer Roald Amundsen striving to reach the South Pole first. Scott recognised that the booming newspaper industry of 1910 could be his opportunity and a powerful tool to raise the capital required for the expedition. Scott needed supplies from a range of different brands and suppliers from Heinz to Burberry. He knew that photography on the expedition would not only serve to catalogue the team’s journey and discoveries, however allow for brands to finance and endorse the trip and feature in the burgeoning newspaper industry in support of the mission.

Scott understood the theory of sponsorship, and the opportunities for brand association. Brands such as Bovril, Oxo and Shell petrol not only gained large amounts of exposure in newspaper advertising; however they are credited for making this unprecedented expedition possible.  Sponsorship of the expedition supported key messages for the brands, such as patriotism, advances in scientific research, the importance of home comforts, adventure and survival. Furthermore, what better brand ambassadors than the brave team of explorers of Scott and his team.

Lessons from the past

Although these photos now appear at such odds to present day expeditions of its kind and current marketing messages, the theory and the ingenuity of Scott’s use of sponsorship is still very pertinent in the 21st century. Using an innovative platform to capture the attention of the public with the most engaging medium at your disposal is exactly what Scott achieved. The emergence of the press in Scott’s day has many parallels to the emergence of the digital age in which we live in, and those able to utilise this resource to the best of its ability have been able to reap the rewards.

In this sense the theory of sponsorship at its essence remains very much frozen in time, much like Scott’s hut which has been near perfectly preserved due to the extreme temperatures of the South Pole and which serves as a reminder of the incredible feat Scott and his team achieved.

The Age of Digital Sponsorship 26th June, 2012

Media platforms are becoming increasingly fragmented and consumers are able now more than ever to control how they get their information and how they engage with brands. This has led to digital media becoming the driving force in the implementation of many of the most successful sponsorship campaigns. Digital media provides a means for brands to reach out to the widest possible audience whilst engaging with them across new levels not previously available.

IBM brings digital to Wimbledon

IBM through their partnership with the Wimbledon Tennis Championships have created an augmented reality phone application. The app acts as an onsite guide and interactive map for Wimbledon, allowing users to simply point their phone to navigate around the Wimbledon site as well as allowing users to stream live feeds. The IBM Seer Aggregator enables fans to receive Wimbledon tweets to their phones from sources including players, commentators and a team of IBM scouts. Fans can also keep up-to-date with live feeds and information about matches played on any court transforming how fans can keep up with the action as it happens and enriching their experience of Wimbledon.

Johnnie Walker invites fans to ‘Step Inside the Circuit’

Johnnie Walker joined forces with McLaren in 2005 and have since created the innovative ‘Step Inside the Circuit’ campaign via Facebook. The campaign invites consumers to go behind the scenes and follow the progress of Lewis and Jenson on the track as well as their lives away from it. The campaign includes an online video ‘Drive of a Lifetime’ on the company’s Facebook page. The video puts users in the shoes of the drivers taking them from pre-race activities to stepping into the car before the start of the race. The Facebook connect function then personalises the film using photos and details from the user’s Facebook account, together with text-to-speech technology and video input from the user’s webcam transporting fans into the glamorous world of F1.

Digital media has become the most successful means with which to make sponsorship campaigns more interactive and to create a deeper relationship with consumers. With so many innovative digital campaigns already paving the way within sponsorship, it is inevitable that campaigns will continue to become more exciting and interactive as brands strive to stand apart from their competitors.

Jackie Fast announced as a Judge at the Corporate Engagement Awards 2012 25th June, 2012

The Corporate Engagement Awards is Europe’s leading celebration of corporate partnership, corporate sponsorship and corporate philanthropy. The awards recognise and honour the achievements of companies and agencies who have successfully worked with external companies to raise visibility of their brand and their values.

2012 judges include leaders in the sponsorship industry Steven Atkinson, co-founder of HighTide Festival Theatre; Pippa Collett, Managing Director of Sponsorship Consulting; Rob Jackson, Client Services Director at World Television; Robert Nuttall, Managing Director of Corporate Responsibility and Sustainability at MHP Communications; and Simon Watson, Head of Group Community Affairs at RBS Group.

Jackie Fast commented:

I am absolutely delighted to be appointed as a judge for the Corporate Engagement Awards 2012.  There are so many great partnerships taking place and I look forward to helping identify and reward the best in our industry.

Judging will take place during the summer with winners presented at a gala evening in London in September.

Click here for a full list of judges and further information on tickets to the Corporate Engagement Awards 2012.

For a list of last year’s winners, please click here.

Corporate Events – 5 Tips to Driving a New Experience 19th June, 2012

Whether for team building or client hospitality, corporate events can be a great day out or a truly horrible one – think back to the recent Vodafone anti-team building campaign.


Having organised corporate events for both clients as well as staff teams, here are my top 5 tips to ensure your next corporate event is remembered:

  1. Competition – competition can be a great way to really engage people in the activity chosen.  Furthermore, it provides the Finance Director the chance to shine by beating the Sales Manager in an environment that everyone is equal on (Just don’t kill each other!)
  2. Make sure it’s an even playing field – as above, choosing an activity that everyone can take part in is essential.  There’s no point in taking a large office team on a round of golf, as the range of abilities will inevitably be so varied.
  3. Interaction – time to speak to other people.  If you are constantly ‘doing’ then it can take away from what the day is supposed to achieve.
  4. Something different – far too often corporate events tend to take the shape of drinks.  Whilst this is always a great thing, sometimes it can be monotonous – especially if you are organising client hospitality.  In order to truly achieve ROI in putting on a corporate event, you need to be memorable.
  5. Convenience – location is always important to consider as you want to ensure that everyone can make it to the event without jeopardising their personal time.

One of our most recent clients Caterham Cars has put together a corporate event programme that ticks all the boxes above.  I recently took on the challenge and attended one of their public days – watch Slingshot Sponsorship’s YouTube Channel here to see my race against the clock.

If you are interested in discussing Caterham for your corporate event, please get in touch with us: 0207 226 5052.

Jambo, Jambo Bwana: The Ups & Downs of Mt. Kilimanjaro 14th June, 2012

In October 2011, after toying with the idea for months, the commitment was finally made to tackle Mount Kilimanjaro. In recent weeks, I along with a team of four other brave (ok, incredibly anxious) souls made our way to Tanzania in aid of The Prostate Cancer Charity where thanks to all those who donated we were able to raise a total of £4,466.

With such generous support from the Slingshot team, an account and photos from the trip are long overdue after being thrown back into working life the day after touching back down in the UK. I have, however, now managed to collect my thoughts on the trek with the following providing an insight into the ups and downs that entailed:

Day 1

After receiving a final round of last-minute inoculations (which would only technically kick-in after returning to the UK), I headed to Heathrow, met with the rest of the team and departed for Tanzania. There was a naive feeling of positivity above anything else with all appearing to be confident about the six-day climb that lay ahead – “If Chris Moyles can do it, anyone can.” was the general consensus. This lasted until the transfer at Nairobi.

Now fast approaching Tanzania airport in a small prop-powered plane, we were presented with a bird’s eye view of Kilimanjaro, this prompting a gust of exhale after simultaneously realising the scale of the error that had been made. The two 6am runs the week before that had provided me with a false sense of fitness were obviously not going to help me here.

On arrival, we headed for the town of Moshi, located at the foot of Kilimanjaro. Making our way through numerous small towns made up of shacks and derelict-looking housing, and passing those walking the vast stretches of road in-between, we eventually arrived at the surprisingly swanky hotel. Here we would be introduced to the tour leader simply known as Coleman, who we would later discover was a pretty rare breed (a general rule with single-named people).

He briefed us on the trek ahead, which would apparently be a “piece of cake” – quite confusing after the view from the flight in, however it did provide a false sense of hope and left us with a glimmer of self-assurance going into day two.

Day 2

After a pleasantly surprising English-ish breakfast, we departed for Rongai Gate where we would embark on the first leg of the six day climb ahead. Here we met Joseph, a guy so laidback, I was actually sceptical as to whether he would make it up the mountain himself. Coleman was also present and this would be the first of many instances where he would baffle us with his ability to teleport himself from one camp to the next.

On the initially shallow ascent up to Simba Camp, which took us through thick jungle and featured encounters with local villagers and tree-hopping colobusi (skunk/monkeys), there was no sign of Coleman passing us which was no surprise as he left after us. However, upon reaching camp that evening, the man was somehow casually awaiting our arrival (this later turning out to be a daily occurrence). How amazing can a guy named after a brand of mustard be? Whilst being a perfectly good mustard, I would never associate it with such an adjective.

Day 3

Day 3 entailed a short walk through more jungle; slowly leading into a less green, more grey landscape – quite a confidence boost as we had at least managed to climb further than any vegetation could manage.

On reaching Kikelelwe Camp (Coleman welcoming our arrival), we would have our first experience with long drop toilets. These are squatting toilets, so deep that by the time it hits the ground, you’re ready to go again. Not a highlight of the trip. Moving on…

Day 4

Sunday entailed a four hour morning trek up an increasingly moon-like environment, where we would start to feel a shortening of breath for the first time as a result of the altitude – worrying on Day 4.

Arriving at camp around midday, we would then spend the rest of the afternoon playing football, amongst ourselves at first, and then being joined by the guides who turned out to be surprisingly lively (and incredibly skilful) on their feet despite running up the mountain twice as fast as us. Apparently tourists very rarely brought balls with them and despite surely having no time to practice, it was as if ten clones of Didier Drogba had joined in on our amateur-at-best kick-about (this mainly being due to Al (centre) developing a severe case of ‘Toblerone Feet’ towards the summit, although I’m dubious as to whether this was a result of the altitude or a lifelong case of not being able to control his limbs).

Day 5

Here we crossed a lunar desert, making our way across the ‘Saddle’ between Mawenzi and Kibo, heading for School Camp. This was the last stop before making our final ascent to Uhuru Peak which meant hitting the hay at the unusual time of 5pm.

Day 6

Up at midnight, we were ready to tackle the most demanding hurdle of the trip. I say we, this was everyone accept for my brother who drew the short straw and had to share a tent with Aki, an older member of the group who was adamant that his watch (running two hours early) was correct and so decided to provide a friendly, but seriously premature, wake-up call. Not a great start for my brother who also just so happens to qualify as one of the world’s angriest men.

Pressing on, we began the slow trek up the steep switchbacks worn into the scree. Conversation gradually silenced as every one of us focused on putting one foot in front of the other; all apart from Joseph who ran from front to back singing “Akuna Matata” – a song starting out as a cheerful pick-me-up but later proving to be insanely annoying with the length of our tempers proving to be adversely linked with the length of the climb.

After five long hours of repetitive zig-zagging, we finally reached Gillman’s Point, the edge of the crater lying at the top of Mt. Kilimanjaro. Everyone feeling pretty contented with their achievement, we were under the impression that it was just that bit further round the edge to Uhuru Peak – the highest point of the mountain at 5895 metres. The peak appeared to be only a fraction of the way around the crater and definitely achievable within an hour so we set off on what was supposed to be a casual stroll to a celebratory finish.

After only 100 metres of the way round, the terrain took a severe turn for the worse with us now having to clamber over solid ice made uneven by the countless frozen footprints peppering the path ahead, most of which being at least a foot deep. Nearing 6000 metres from sea level, this got seriously exhausting and by the time we reached the even gravel path to the finish line, simply walking had become a grim chore to say the least.

After multiple counts of people sitting down only to instantaneously doze off, not to mention vomiting along the final stretch, we eventually reached Uhuru! All those hours, well, minutes of training had finally paid off as we stood between the crater of a dormant volcano and a glacier the height of a ten story building.

Now I’d like to say there was a momentous feeling throughout the group, however, as the photo suggests, I think I can speak for everyone when I say we were simply dreading the thought of the trek back down to where we had departed from over nine hours ago!

I’m sure the descent was highly entertaining for the guides, with some of us (naming no names) almost fainting before attempting to make their way down whilst others stumbled along in a drunken, hobo-like manner (Jamie). That being said, we would all eventually make it back to camp where we would be greeted with some biscuits and a two hour sleep before moving on to the next camp. Much appreciated, Coleman!

On arrival at Horombo Hut Camp, we were welcomed with our first beer in six days and when comparing this with reaching the summit, it’s a close call when deciding which was most satisfying. Dinner was followed by an early night given the day endured; ready for our final day of descent back to the finish line at Marangu Gate.

Day 7

Following our send-off in song by the guides, we made our way down back through the jungle at pace, briefly stopping for lunch before pressing onto the finish.

After passing more skunk monkeys and a postcard waterfall, we reached the Gate, still in a slight haze about what was going on given the sleep deprivation and fifteen hour hike endured over the two days prior.

It was at this point that a feeling of real jubilation descended over the group having somehow made it to the very summit and back in one piece. Now, I realise that this is something achieved by numerous people every day however we chose to ignore that fact and bask in our triumph as well as embrace the relief that we were able to uphold our end of the deal with all those who donated.

Days 8 & 9

Thursday and Friday were spent recovering at the hotel and exploring Moshi – a town with an economy seemingly funded by bongos and masks only (euro-zone take note).

We also had to settle tips with the guides, this being a moment that would unravel all the confidence placed in Coleman as the supreme being he had so far demonstrated to be. We had finally found his Achilles heel – accountancy. Maybe straight-forward addition was just too simple for the complexities faced by this man’s mind on a day-to-day basis; however Tom, our professional bean-counter, was luckily on hand to resolve the situation.

The rest of the night would be spent drinking away the pain and explaining to Al that a £5 donation from a good-looking colleague was simply a £5 donation and nothing more.

Day 10

After sleeping in, we would rush to the airport and board the plane feeling victorious in what we had achieved over the last week. Given the serious lack of training beforehand, this felt like a considerable accomplishment and surely one for the history books.

As we strapped in and the propellers of the small prop plane began to turn once again, a voice broke over the loudspeaker, “This is your captain Coleman speaking…”

I would like to say thanks again on behalf of Jack, Alex, Tom, Jamie and myself to all those who donated towards The Prostate Cancer Charity. We have since experienced first-hand the difference made by your donations so please continue to support the cause and be sure to watch this space for the Everest blog!

Thank you.

Big Brands Do Small Sponsorship 11th June, 2012

Brands become involved with sponsorship for a variety of reasons – to create awareness, to raise credibility, or to improve people’s perceptions of the brand as a whole.  The most notable sponsorship deals grace the front covers of our national papers providing the appearance that global brands only sponsor large properties such as the Olympics, UEFA, and Premier League Football.  However, this is not always the case.

Brands such as Adidas and Orange supplement their larger sponsorship properties with community partnerships helping them solidify their positioning and also strengthening the potential for advocacy through closer engagement.

Adidas Women’s 5K Challenge

The Adidas Women’s 5K challenge although still a relatively large event with 20,000 participants is a great example of a smaller partnership intended to raise perceptions of the brand through focusing on the female consumer. Although unisex, Adidas as a sports brand is more readily associated with a male audience particularly because of its association with male-orientated events highly publicised in the news such as UEFA.

For this reason, Adidas’s sponsorship of the Women’s 5K Challenge was a successful sponsorship strategy for the brand for a number of reasons:

  • The focus on a solely female audience helped position the importance of women as consumers
  • It created an emotion tie-in, touching on the heart strings of the female audience through the event’s charity support of Breakthrough Breast Cancer
  • Exclusive naming rights ensured that Adidas stood out from its competitors

Orange Sponsors Swanswell’s Football Kit

Swanswell is a charity that works to help people overcome drug and alcohol addiction. Quite different from sponsoring one of the days a week – Orange Wednesdays – Orange supported the Swanswell five-a-side tournament by sponsoring their football kit for the season.

Trevor Bedford operations manager for Swanswell in Birmingham said:

We’re delighted that Orange has been able to sponsor our new kit, giving people an added incentive to do well and feel well.

Orange’s support for a charity such as Swanswell is beneficial to the brand for various reasons:

  • Small gesture, but creates association with Orange as a brand that cares about the individual as well as community
  • Larger issues that are important and relevant to society as a whole through affiliation with the national charity Swanswell
  • Orange becomes a more approachable brand from a consumer’s perspective –  not just focused on targeting a mass audience
  • Brand differentiation and a change from their typical film sponsorship

Orange and Adidas are a few of many examples of big brands doing small sponsorship well.  We hope to see more of it!

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