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next generation sponsorship: creating effective brand partnerships

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This masterclass will look at how brands are increasing the effectiveness of sport sponsorship through applying partnership principles. Sponsorship has evolved from buying a set of fixed rights from the right holder, to right holders – brands in their own right – working closely with partners to engage mutually-attractive audiences.

With the help of guest speakers, we’ll explore how to create mutually-beneficial relationships between brand and right holders; how to identify areas of mutual interest in target audiences; and how to effectively engage those audiences to influence behaviour.

We’ll illustrate best practice and learnings from leading brands and right holders as well as examine the impact of changing viewing and media habits, new tools, techniques, cultural and technological developments in sport sponsorship and brand partnership.

The session will be led by hps Jardine, the PR, brand partnership and events arm of integrated marketing communications agency hps group, whose experience in this field stretches back to the Camel Trophy partnership between Land Rover and Camel, and more recently includes working with Nissan and PlayStation on GT Academy, Petronas on its Mercedes F1 partnership and creating the PlayStation Schools’ Cup in partnership with the English Schools FA.

Who should attend this masterclass?

In-house sponsorship managers and directors (and/or marketing, events and PR managers/directors who work on their brands’ sponsorship/partnership programmes). Whether you’re looking for inspiration to freshen up your sponsorship activation strategy or just setting out on a new sponsorship/partnership journey, this masterclass is aimed to provide inspiration and topics for debate.




registration and a cuppa


know how

how brand partnerships work


consider everything

what are the factors that make a great partnership


global rights

what partnership rights are needed in a digital, social and experiential world


starting from the bottom

tools to build a partnership from the ground up


no, not marriage...

engagement strategies – physical, digital and social


tech-y stuff

integrating new technology into brand partnerships



innovation, creativity and new trends



how to maximise multi-discipline communications channels


do we need scales?

how to measure success


let's talk about it

an interactive panel discussion

about the speakers

Rupert Williamson

Rupert Williamson, MD of hps Jardine will set the scene for the Masterclass and share top tips and some best-practice examples in brand partnership.

Matt Leopold

Matt Leopold, is responsible for Brand Reputation – partnerships, sponsorship and education at British Gas. Matt will explain how to tear up the traditional sponsorship rule book and employ new, innovative partnership principles.

Chris Murray

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.

Usama Al-Qassab

Usama Al-Qassab, PlayStation’s European head of marketing, will bring a unique perspective on PlayStation’s customers and how the brand adds value to its portfolio of partners such as the UEFA Champions League, the UK grassroots PlayStation Schools Cup, and Nissan, PlayStation’s partner in the ground-breaking GT Academy programme.

Toby Hester

Toby Hester, is a board director of the European Sponsorship Association. He previously held senior international sponsorship roles with T-Mobile and Castrol before setting up his own Sponsorship Coach training business.

request to attend this masterclass on TBC

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