SPORTS
IMPACT AIMS TO MAKE A SPLASH WITH THE BOAT
RACE
The Boat Race Company
(BRCL), organisers of the annual Race on
the Thames between Oxford and Cambridge
Universities, has appointed Sports Impact
to act as marketing consultants and raise
the profile of the event.
The
appointment follows the recent renewal
of BRCL’s agreement with Xchanging,
the business process outsourcing company,
as the presenting sponsor of the Race
for a further five years, after a
successful partnership spanning the
past three years of The Boat Race.
As part of its
marketing consultancy service to BRCL,
Sports Impact will devise a communications
strategy for the event that incorporates
PR, media relations and marketing
plans, including a structure for associate
partnerships. The Agency will also
assume responsibility for the organisation
and staffing of event press offices
and the supervision of media representatives
both on and off the water.
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“We believe
that Sports Impact and Xchanging will take
the profile of The Boat Race to a new level
and help us achieve our long term objectives
for the event, which include appealing to
a younger audience,” said Giles Vardey,
Chairman of BRCL.
Sports Impact has experience
across a number of sports and events, including
the AXA-sponsored FA Cup, npower Test cricket
and Avaya’s sponsorship of the Honda
F1 team. It ran the media campaign for golf’s
Seve Trophy in Ireland and is advising Sheffield
FC, the world’s first football club,
on its 150th celebrations.
Commenting on behalf
of Sports Impact, Chairman John Taylor said:
“We are delighted to be associated
with a world-class amateur event that represents
the purest form of sport – where it’s
all about winning on the day. The Boat Race
is one of the great British sporting institutions
and we intend to look at creative ways in
which to enhance its profile and attract
wider interest.”
The Boat Race will
next take place at 17:15 on Saturday, 29
March 2008 and details can be found at www.theboatrace.org
For
further information, please contact John
Collard or Laura
Whitehouse at
Sports Impact on 020 8971 9230 or lauraw@sports-impact.com
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