Royal & Sun Alliance has signed up start-up agency Matrix Sports Marketing to provide strategic advice on its commercial sponsorship activities.
This marks the first appointment for Matrix, which was set up by former Octagon Marketing vice president John Perera in September.
Matrix will be reviewing all of the company’s sponsorship, currently worth more than &£1m per year. This includes some cricket events. The life insurance and pension company is also the official sponsor of the rules of golf and sponsors one day of the Cheltenham National Hunt Festival, including a novice hurdle on the day’s race card.
The company had strong sponsorship ties with Rugby in the past, and Perera hints that Rugby Union was something the company could be looking to associate itself with again.
The appointment was made by John Hymers, Royal & Sun Alliance’s marketing services manager, who says: “We need to ensure at all times that our sponsorship activities promote our brand in the most effective way, and that we are obtaining best value for money. Matrix will play a key role alongside us in evaluating our current portfolio as well as developing a programme for the future.”