Using our relationship with Gloucestershire County Cricket Club, apt negotiated sponsorship opportunities for a number of clients for the annual Cheltenham Cricket Festival. Abercrombie & Kent were the official sponsor of the coaching zone in 2012 and The Montpellier Wine Bar had a pitch side marquee. Brewin Dolphin, one of the UK’s largest investment managers for private clients also agreed a three-year sponsorship deal to become the lead sponsor of The Brewin Dolphin Cheltenham Cricket Festival.
With a number of clients sponsoring this year’s event, our focus was to help clients use the sponsorship opportunity to gain maximum publicity.
Funds generated worldwide from sports sponsorship is set to overtake ticket sales, but at the same time brands should be looking to form strategic partnerships based on shared objectives amongst the sponsors, rather than solely raising awareness.
apt organised a meeting of all the major sponsors taking part in the 2012 Cheltenham Cricket Festival. Brewin Dolphin, Abercrombie & Kent and Mercedes-Benz were joined by Gloucestershire County Cricket Club Sponsor, Total Ltd for a lunchtime meeting at The Montpellier Wine Bar to discuss joint promotional opportunities, form commercial relationships and exchange ideas. apt invited all regional press to attend the event with photographers and sent an apt photographer to take social photographs.
The event gained all attending sponsors a full-page editorial in the social ‘Business People’ pages of Business Week, a supplement included in The Gloucestershire Echo and The Citizen, as well as coverage in the Bristol Western Daily Press business pages. Regional Lifestyle publications Cotswold Style and The Cheltonian also included the social photos within their March editorial pages.