Müller
The Brief
Representing properties, work alongside the Müller Marketing Director to take Müller into suitable sports sponsorships that would help build the brand, accentuate their healthy values and change perceptions.
My Role
Representing specific sports properties, my role was to persuade Müller in a consultative manner of the benefits of the above.
The Result
Persuaded Müller to buy a significant package with Team GB for the year building up to the Olympic Games in Rio. Following this, Müller activated this partnership with a British Athletics relationship in 2016. Such was the success of this activation that MH negotiated with Müller to become a key sponsor of London 2017 IAAF & IPC World Championships, as well as British Athletics, which included title sponsorship of several TV events, plus Birmingham 2018 IAAF World Indoor Championships, Glasgow 2019 European Indoor Championships and presenting partner of the inaugural Athletics World Cup London 2018. This was subsequently renewed for 2018, 2019 and then 2020, 2021 and then 2022, with Müller choosing to go with British Athletics rather than the BOA or the Birmingham Commonwealth Games.
London 2017
The Brief
Leading my Team at TSC to secure revenue of £1.5million gross across both the World Para Athletics Championships and IAAF World Championships, after only being hired a year before the Event. Making sure each targeted brand matched the criteria and reputation of both events and would activate fully in the build up to both Championships.
My Role
Prepare and take the properties to market; speaking with a large number of specific brands, through a targeted approach based on extensive research of the market.
The Result
Marc secured and contracted 18 sponsors for World Para Championships and 8 sponsors for IAAF World Championships, comfortably exceeding the target amount of revenue. Partners such as CO-OP and Müller activated significantly, with Müller releasing two London 2017 themed TV adverts, as well as circulating 750 million yoghurt pots with the IAAF World Championship logo/British team imagery.
Birmingham 2018 IAAF World Indoor Championships
The Brief
Secure commercial partners for the event, ensuring each targeted brand is compatible with the ethos of the Championships.
My Role
To take the property to the market; harnessing our insight-led approach to rights marketing to target a large number of Midlands-based, national and international brands.
The Result
Marc secured and contracted 15 sponsors for the Championships to create an abundant sponsor family. Sponsors included Müller, Birmingham Airport and SPAR, who were bought on board as National Partners to the event. National Suppliers included the University of Birmingham, Heineken and Heart FM.
British Athletics
The Brief
British Athletics were seeking new major partners across its team, its portfolio of major athletics events and the grassroots of the sport.
My Role
Marc led the TSC pitch to be appointed as British Athletics sponsorship sales agency, responsible for packaging and marketing their rights. We developed an offering for brands incorporating the British Athletics team and its events programme, selling alongside the various Global and European UK-staged championships. Marc had previously worked extensively on British Athletics across the 2000 decade at Fast Track.
The Result
Between the appointment in June 2016 and the end of 2019, Marc has delivered and contracted circa £10million for British Athletics and associated Major Events. In delivering this sponsorship revenue, he has developed long-term partnerships with major brands including Müller, Strathmore, Spar and BP.
Glasgow 2014
The Brief
To package up and to take to market three tiers of sponsorship – Partners, Supporters, Providers. Raise over £40million to significantly contribute to the commercial target of £100million (originally lower but was raised to this).
My Role
Working for Sports Marketing and Management (SMAM) to spearhead day to day, embedded in the Organising Committee, the whole prospecting for sponsors process, from first approaches to contracting and launching. I also liaised extensively with the various functional areas, including establishing VIK requirements and working with the procurement processes.
The Result
We at SMAM achieved a diverse strong family of 50 blue chip sponsors, exceeding the target reaching £43million. Each sponsor made a significant cash contribution or budget saving value in kind contribution (or both) to the Organising Committee. The sponsors also activated in very creative ways, building up the awareness and impact of the highly successful Games.
World Athletics Indoor Championships 2024
