Sport Sponsorship

BDS consultants have worked on major International sporting events such as The Olympics, FIFA, The All Africa Games, Premiership football and the London Marathon.

Work has included advising 3M on their Olympic Games strategy and activation across their 45 divisions, managing the year-round sponsorship activation by the title sponsor of The London Marathon, including recruiting and managing 300 volunteers on race day., advising a Middle Eastern Airline on which Premiership Football team to sponsor and advising Danone on the FIFA World Cup.

BDS Sponsorship has worked on many Sports including American Football, International Athletics, Basketball, Cricket, Equestrianism, Golf, Horse Racing, Ice Hockey, Ice Skating, Motor Racing, Rugby Union, Rugby League, Sailing, Rally/Motorsport, Snooker, Soccer, Tennis, Squash, Triathlon and Volleyball, as well as more unusual sports such as Husky Racing, Hado and Petanque.

BDS were the sponsorship consultants for Wembley National Stadium’s End of An Era Initiatives and, in this role, raised significant sponsorship for the venue’s closure. Sponsors included QXL, AXA, Mars and Procter & Gamble. Two of the more unusual sponsorship assets that BDS identified were the benches from the England Changing Room, which a Procter and Gamble Shampoo brand picked up on and offered a bench, together with a certificate of authenticity, as an on-pack promotional prize. The Wembley pitch was cut up, and a piece of it, together again with a certificate of authenticity, was obtainable for six proofs of purchase from bars of Snickers.

BDS also delivered the first-ever naming rights deal for a National Sports Stadium: “ Hampden Stadium sponsored by BT Scotland “. BDS also worked on the Football Association’s National Football Centre, where its lack of general access by the public provided a very valued sponsorship asset, as access was only obtainable by becoming a sponsor.

BDS Sponsorship also wrote the sponsorship strategy and business plan which resulted in the £10 million sponsorship of the RICOH Arena.

In addition to working for a large number of public sector organisations on sponsorship of sports events facilities and programmes (including Kent County Council, Glasgow, Birmingham and Liverpool Councils, etc.) BDS has also worked with a very large number of private-sector sports organisations.