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Cheltenham businesses lead the way in sports sponsorship trend

 With an increasing trend amongst UK businesses getting involved in sport through sponsorship opportunities, Cheltenham businesses Brewin Dolphin, Abercrombie & Kent and Mercedes-Benz are leading the way in the region, as the commercial sponsors of the historic Brewin Dolphin Cheltenham Cricket Festival.

 The Montpellier Wine Bar, who has had a hospitality marquee at the festival for the past 16 years, hosted a lunch meeting to discuss joint promotional opportunities, form commercial relationships and exchange ideas on how to continue the success of the festival at this year’s event.   The companies were joined by Gloucestershire County Cricket Club’s, Club Sponsor, Total Ltd to gain further input.

Funds generated worldwide from sports sponsorship is set to overtake ticket sales and this year’s sponsors have recognised the importance of creating strategic partnerships based on shared objectives, rather than solely raising awareness through sponsorship.

Brewin Dolphin, one of the UK’s largest Independent Investment Managers for private clients, agreed a three-year sponsorship deal with Gloucestershire Country Cricket Club at the end of last year to become the Title sponsor.  The company has been involved with GCCC for over 10 years.

Paul Nurden, Divisional Director at Brewin Dolphin , “We are delighted to be the Title sponsor of the Cheltenham Cricket Festival which attracts cricket lovers from all over the country.  Meeting the other commercial partners from the festival, has given us all the opportunity to build partnerships and exchange ideas ahead of the event as well as discuss how we can work together to raise the profile of our businesses and join resources to promote the Cheltenham Cricket Festival.”

Annabel Tremaine, Head of Marketing at Abercrombie & Kent said, “Sponsoring the Coaching Zone is an important investment for Abercrombie & Kent.  It is an essential way of ensuring that children can enjoy free cricket coaching by leading professionals.”

The 2012 Brewin Dolphin Cheltenham Cricket Festival gets underway on Wednesday 11 July with a four-day LV= County Championship match v Essex, followed by a CB 40 match on Sunday 15 July when Essex will again be the opponents. GCCC then welcomes Worcestershire for a CB 40 local derby match on Tuesday 17 July before taking on Leicestershire in the LV= County Championship on Wednesday 18 July.  The climax of the 2012 Festival will see GCCC take on Middlesex for a CB 40 clash on Sunday 22 July.