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Sponsorship: Norwich Union heads for athletic heart with BD-NTWK
Below the line agency BD-NTWK has been appointed by Norwich Union to help position the UK's largest insurer at the heart of athletics in the UK. It follows Norwich Union's announcement in April 2006 to extend its long-standing partnership with UK Athletics, the sport's national governing body, until the end of 2012.
The deal represents the biggest sports sponsorship in the UK outside football, worth nearly £50 million to UK athletics over the next six years. Norwich Union has been supporting athletics since 1999.
BD-NTWK will develop a through-the-line proposition to leverage Norwich Union's association with the sport and connect and engage with Norwich Union's audiences, generating awareness, engagement and ultimately sales over the six year period, as well as boosting its reputation as a socially responsible company. The agency will deliver a range of activity from the grassroots up. The first of these is scheduled to go live in June 2007.
Norwich Union's new sponsorship deal ramps up its commitment to UK Athletics with the aim of giving 10 million children and 100,000 teachers in nearly every school across the UK the chance to engage and participate in athletics by 2012.
The deal also brings 7 televised events on the BBC, 5 televised event festivals, the Norwich Union GB and NI team and mentoring schemes.
Tanya Veingard, Head of Sponsorship & CSR at Norwich Union said: "We are delighted to be working with BD-NTWK as we take our sponsorship to the next level to make it work harder for the brand. The team's evident passion and creative approach to our brief were winning factors and they will be tasked to work closely with our other agencies to ensure a breakthrough and integrated communications campaign."
Allan McLaughlin, BD-NTWK associate director, said: "Norwich Union's support of UK Athletics at all levels from the grassroots to elite is truly groundbreaking in the breadth of its delivery and impact. It's an exciting story about corporate consciousness and how that can deliver at all levels and it's one we relish communicating and evolving."
01 March 2007