Burson-Marsteller Launches Division Dedicated to Sponsorship Comm

Burson-Marsteller UK is launching a new division dedicated to sponsorship communication, called 'Total Sponsorship’. The division aims to help clients take a more systematic approach to communicating about their sponsorship to different stakeholders.

Matt Carter, CEO of B-M UK, said, “We believe sponsorships have more impact when integrated into wider business communications – getting the total return on investment by targeting all relevant stakeholders, beyond just fans or consumers. Burson-Marsteller has an award-winning sponsorship team and this new product will help us to maximise the return on sponsorship investment for even more clients.”

To coincide with the launch of ‘Total Sponsorship’, B-M UK co-hosted a breakfast briefing How Social Media Is Shaping Sponsorship Strategies with speakers from IEG, Sony Ericsson and Team HTC Columbia.

Adam Lewis, who leads the ‘Total Sponsorship’ team, said: “We have seen strong demand for communications services from sponsors and as we enter this golden decade of sport in the UK we expect this trend to continue.”

B-M UK has worked for brands; sports properties including FIFA World Cup, Rugby World Cup™ and the Sony Ericsson Women’s Tennis Association Tour; and with sports personalities including Tiger Woods and Maria Sharapova.