Sponsorship

I’ve been lucky enough to lead major sports sponsorships.  These include RBS sponsorship of 6 Nations rugby / Scottish Rugby, as well as NatWest’s sponsorship of T20 cricket.  Additionally, I’ve led CSR initiatives such as NatWest RugbyForce (with RFU, WRU and SRU) and NatWest CricketForce (with ECB).

 

RBS 6 Nations rugby

RBS 6 Nations – RBS is now the brand most associated with rugby in the UK.  Those aware of the sponsorship have higher levels of trust (+3%), consideration (+5%) and NPS (+10%).

 

Scottish Rugby - shirt sponsor

Scotland Rugby – the RBS sponsorship of Scotland Rugby helped reconnect RBS with its Scottish roots at a time when the brand was retrenching from a global brand to a local brand.  Today, RBS is the bank brand most associated with ‘supporting the local community’.

 

NatWest T20 cricket

NatWest T20 Blast – NatWest has been sponsoring cricket for over 35 years and is the brand most associated with cricket in the UK.  Moving to sponsoring the T20 format benefited the brand by opening it up to more of a family audience.

 

NatWest RugbyForce community programme

NatWest RugbyForce (with RFU, WRU and SRU) helps 750 rugby clubs get their clubs ready for the season ahead, as well as advising them on how to run the club’s finances.  It has helped demonstrate the brand’s commitment to grassroots as well as elite rugby.

 

NatWest CricketForce community programme

NatWest CricketForce (with ECB) helps over 2,000 cricket clubs renovate their facilities at the start of the season, demonstrating the brands commitment to grassroots, community cricket.

 

Royal Highland Show – sponsorship has helped Royal Bank of Scotland become the brand most associated with supporting the local community in Scotland.

 

Royal Edinburgh Military Tattoo – sponsorship has helped Royal Bank of Scotland become the brand most associated with supporting the local community in Scotland.