British Gas

“sponsorshipscience has been critical to the development of our sponsorship measurement and evaluation programme. Their work enables us to understand the key performance drivers to the sponsorship and develop the strategy accordingly. As a result of their strategic thinking and analysis capability the business can now understand the impact the sponsorship is having on the brand and what needs to be done to improve performance further.”

Pamela Brown, Head of Marketing British Gas (E&DS)

Activity:

British Gas became the principle sponsor of British Swimming in 2009, with a broad commitment to help develop greater success for the British Team and build participation in swimming amongst the general population of Britain.

The British Gas programme consists, annually, of a number of events across Britain for elite swimmers, including British Team competitions, both in the pool and in open water, as well as a range of participation activities for the public and supporting ATL and BTL activity.

Our brief:

We were asked by British Gas to conduct an initial contract and programme review and as a result were able to make directional recommendations and together with the brand and Insight teams to set objectives and targets for the forthcoming years of the sponsorship.

Thereafter we have designed and managed an M&E programme which provides British Gas with a quarterly performance report. The report identifies strengths and weaknesses of the programme and any key issues affecting message communication and associated delivery against objectives.

We regularly consult with British Gas and it’s operational agencies on the results in order to consistently improve programme performance. We also discuss key implementation initiatives, with the same group, to advise on the likely effect on specific objectives and targets and impact on ROI of the programme as a whole, during the contracted 6 yr term.