Barclays plots ‘creative’ Premiership sponsorship

Jim%20Hytner%20outline

Barclays will offer free tickets to children watching their first Premiership football match and give out pies to fans under plans to exploit the extension of its sponsorship of the Premier League.

Group marketing director Jim Hytner says the plans are part of a strategy to get "more creative", adding that it needs to do more to leverage the sponsorship.

The high street bank has paid 65m to extend its title sponsorship of English football’s top tier from the 2007/8 season through to 2010. Barclays will also sponsor the Premier League’s official pre-season tournament, the Premier League Asia Trophy, under the new deal.

Barclays has sponsored the Premier League for the last three seasons. Before that, Barclaycard was the sponsor from 2001 to 2004. The high street bank is also involved in the Barclays Spaces for Sports programme, a 30m initiative to create sports facilities across the UK.

Hytner says: "It has been a huge success externally and internally with our staff, but we need to get more creative exploiting it."

The bank will introduce a programme called Barclays Debuts, where children who have never visited a Premiership stadium will be allowed to see a game for free when accompanied by a fee-paying parent.

Barclays will also host a string of pie parties across the country, with free pastries being served at its Spaces for Sports venues.

Hytner says the high street bank is also plotting a number of interactive advertising campaigns and competitions for fans.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here