The Ministry of Defence is seeking sponsors for its joint VE and VJ Day jamboree celebrations in Hyde Park in May.
The Government department has hired the First Artist Corporation to handle the sale of the licensing and sponsorship packages and has opened negotiations with a string of high-profile brand owners. A final list of between six and ten sponsors is being sought.
The multi-million pound cost of the three-day celebration has already been covered by the Government but the extra money will be split between improving the facilities for war veterans at the event and charity donations.
First Artist is selling a mixture of logo licensing deals, pavilion sponsorships and exclusivity deals for everything from soft drinks to ice cream and telecoms.
“Our brief is to co-ordinate mar- keting and licensing activities,” says First Artist marketing and events director Thomas Hensey. “There’s no mandate for an amount of cash the Government is seeking and there are no set sponsorship packages or prices.”
But other sponsorship experts believe the event is an inappropriate opportunity. “It’s a celebration so tinged with sadness that firms should leave well alone when it comes to sponsorship,” says Greville Waterman, managing director at The Sponsorship Consultancy.