Sponsorship body appoints its first dedicated marketing chief

The European Sponsorship Consultants Association (ESCA), the self-regulating body for the sponsorship industry, has appointed Lucy McCrickard as the organisation’s first head of marketing.

McCrickard has been given a brief to increase membership and expand the reach of the organisation. The ESCA wants to “widen the net” to attract lawyers and accountants, as well as research and recruitment agencies that specialise in sport.

McCrickard will work alongside ESCA secretary Tony Rudge, and will report to chairman Barrie Gill.

Gill says: “McCrickard has a first-class track record within the industry and will no doubt bring her enthusiasm and energy to help develop the organisation.”

McCrickard adds: “As the sponsorship industry continues its dramatic growth, the opportunities exist for many more types of companies to become involved.”

McCrickard worked in the sponsorship industry for 14 years, including six years at Ketchum Sponsorship, before setting up her own agency, LGM Consulting, last year.

ESCA was set up in 1990. Its members include Octagon Marketing, Craigie Taylor and CSS Stellar.

ESCA members create or manage sponsorship programmes worth more than &£200m a year.

Last month the organisation accused the UK’s major political parties of lacking a “concrete commitment” to sport.