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Sponsorship

Case Study

Client: Principality Building Society

Overview

To raise the profile of the Principality Building Society among the Welsh public.

Strategy

Principality is Wales' largest building society and as committed supporters of the Welsh language and culture, the organisation has sponsored events such as the Urdd, National and Llangollen Eisteddfods, the Royal Welsh Show and Y Faenol.

Becoming the broadcast sponsors of S4C's 2007 coverage of these events added value to that existing commitment, further strengthening the association of the Principality brand with what amounts to Wales' summer season.

Results

Both event and sport sponsorships can be significantly enhanced by the association and alliance that sponsorship of the TV broadcasts can offer and provide effective and targeted communication to specific viewing audiences. This is also clearly demonstrated by the Society's sponsorship of the Principality Rugby Premiership and the Principality Welsh Premier Football League both on the field and on screen

Endorsment

Pat Ashman, Sponsorship Coordinator for Principality commented, "Principality's operating territory is Wales and one of our brand values is to be close to our communities. For us that means aiming to reach everyone in Wales in some way through our sponsorship programme. By adding S4C's broadcast sponsorship opportunities to the mix we are able to greatly extend that reach in exactly the right areas."

© 2012 S4C
O Gymru / Made in Wales