AUDIENCE ENTERTAINMENT Group, an interactive group gaming company, has made a late bid for recognition around London 2012 by signing as official sponsor of the Edinburgh Judo Club, which is supplying six competitors for Team Great Britain at the Games.
The New York City-based company will feature its logo on the club’s equipment over the Games period and is in the process of developing a more comprehensive sponsorship package with the club over the next two years.
The deal is valued by Frontloaded in the mid five-figure range.
Adam Cassels, VP of Events for Audience Entertainment, who trained at the club for 13 years as a junior competitor, was the marketing executive behind the deal.
"Audience Entertainment is supporting the club for the long term and the Games represent a great opportunity to present to the world that we are partners," Cassels told Frontloaded.
"Activation will include co-branded sportswear for the team and its supporters/fans. In the long term this will also include branded kits and presence at other major tournaments for the players that we support."
Cassels continues: "We have positioned this partnership as a route to expose the possibilities that Audience Entertainment can bring to sporting events internationally. Also, the principles held at the club and in the sport of judo itself neatly aligns with our own approach as an organisation."
Audience Entertainment’s ultimate goal is “to continue their involvement with international sporting events by bringing their interactive sporting games to stadiums and audiences around the world.”
In the context of the Olympics, the company’s promotional opportunities will be limited by the event's IP gate-keepers, but Cassles asserts:."This is a long term association. Therefore, the value for both sides will grow over the coming years."
In principle, at least, the deal bears some similarity to Invesco Perpetual’s partnership with the “Leander Club” – an association with the cream of British rowing that has lasted for two Olympic cycles.
By Matthew Glendinning
Follow Matthew on Twitter: @mattglen