Helios Partners and Generate Sponsorship have today announced the formation of a UK and European partnership which will see the two world-class agencies working together through, and potentially beyond, the London 2012 Olympic and Paralympic Games to offer clients unmatched Games-related sponsorship marketing experience, coupled with specific European sponsorship and rights activation expertise.
The partnership, which sees both agencies remaining independent, will seek to offer expert counsel and innovative sponsorship programs for the 2012 Olympic Games in London to all Olympic and Paralympic organizations, sponsors and partners. Helios Partners will transfer its existing UK operations to Generate Sponsorship’s London offices, enabling the new team to offer strategic solutions to rights holders, partners and prospective investors. The partnership offers Generate Sponsorship access to Helios Partners’ global network of talent in Atlanta, Beijing and across Europe.
A world-renowned Olympic and Paralympic force, Helios Partners most recently provided sponsorship agreement negotiations and strategic planning consultancy for both Lloyds TSB and Deloitte, two of London 2012’s most prominent sponsors. Along with Helios executives’ involvement in three of the last four winning Olympic bids, Helios also has been involved in every Games since Albertville in 1992 – in Organizing Committee roles, as a sponsor, as the head of the IOC’s marketing agency and at the IOC itself.
Generate, one of the fastest growing agencies in the UK, is a young and dynamic sponsorship business delivering creative, innovative and accountable solutions for both sponsors and rights holders within sport, art, music, film and entertainment industries.
“The Olympic Games are a unique and powerful promotional platform for brands; but to be maximized, they require a perspective and experience different from the standard sports marketing approach,” noted Chris Welton, CEO of Helios Partners. “Helios has that perspective and experience drawn from our senior management team’s work for the IOC itself, multiple Olympic bidding and organizing committees and Olympic sponsors over many years. We are excited to be teaming up with Generate Sponsorship during this unique moment in the history of British sport. Generate has established itself as one of the most respected and creative sponsorship agencies in the UK and most importantly shares a similar passion for servicing our clientele to the fullest of our capabilities.”
The Helios Partners and Generate Sponsorship offering provides a wealth of award-winning experience, working for some of the world’s largest brands, including Coca-Cola, Red Bull, Sony Ericsson, adidas, Samsung, Heineken, Acer and ESPN.
“Helios and its principals have established themselves as the experts in the Olympic and Paralympic arena over nine consecutive Games,” said Rupert Pratt, Generate Sponsorship Managing Partner. “The partnership between Helios and Generate is a great prospect for the sports industry and offers an unrivalled proposition in the UK. We understand the inherent challenges facing partners, how to overcome those challenges, and how to ensure that the sponsorship achieves its goals. It also illustrates the ambition of Generate Sponsorship and is another example of our continued development in the sponsorship industry.”
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