BRANDING NEWS: Siemens makes waves with rowing sponsorship | B2B Marketing

Siemens is developing a more ‘English’ profile ‘as the biggest-ever sponsor of the Amateur Rowing Association (ARA) and Great Britain Rowing Team with a £3.2 million investment over seven years.

The ARA is the national governing body for rowing and is responsible for the Great Britain team. Siemens will be sponsoring the 2006 World Rowing Championships (WRC) this year, being held in August at Dorney Lake in Windsor.

The deal involves branding the rowers kits and boats, and will be accompanied with a full marketing programme, details of which have still to be confirmed.

In addition, Siemens will be given hospitality opportunities at events where the GB Rowing Team is competing, as well as at the WRC.

Pippa Collett, director at Sponsorship Consulting, comments, “This is Siemens’ first long-term sporting sponsorship. We felt rowing was a good option due to its certain Englishness; Siemens are keen to position themselves as being very ‘UK-orientated’ as this is one of its strongest marketplaces.”


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