Lloyds TSB became the first Tier One Partner of the London 2012 Olympic and Paralympic Games in February 2007 – a landmark moment for the Bank, and for LOCOG. The decision was based on the central belief that an alignment with the largest event the UK had ever held, would provide an extraordinary means of bringing to life the new brand promise of “For the Journey”, for customers and colleagues.
The purpose of the BP ambassador programme was to amplify the impact of BP’s investment in the Olympics and Paralympics in 2012. Across the breadth of BP’s strategy, it was felt that athletes could be used to enrich the programme of activities (e.g. imagery, content, appearances) and project those activities and BP’s key messages with greater reach and depth to BP’s target audiences.
Orange is one of the world’s leading telecommunications operators with a total customer base close to 230 million in 32 countries. As part of its industrial project, ‘Conquests 2015’, Orange is aiming to accelerate its international development, notably in Africa and the Middle East where the company is already active in 20 countries.
The core communication objective of the Bombardier Winter Olympic sponsorship was to increase awareness and favourably raise Bombardier’s good reputation among Canadians as a world-class design and engineering firm.
Axiata was looking for ways to further build its brand awareness while pushing its other business initiatives. Total Sports Asia (TSA) worked with Axiata to explore sports sponsorship opportunities to fulfill this requirement. The decision was to move forward with badminton as the property offered the best available opportunity to create an ownership stake in a sport that is of substantial relevance in Axiata’s key markets of Indonesia and Malaysia.
Since 2003, RBS Group has been the title sponsor of the RBS 6 Nations Championship (RBS6N), the Northern Hemisphere’s premier annual international rugby competition.