Notting Hill Carnival fails in quest for major brands

Notting Hill Carnival has failed to secure any major sponsors for this weekend’s event. It had hoped to sign brands for a series of “bespoke packages” but ran out of time before a single agreement was signed.

Organisers say there have been differences between the event and the local council. Michael Williams, the carnival’s marketing director, says the negotiations fell through because the carnival lacked “the ability to deliver stuff”.

Williams explains that the problem was caused by the local councils, but this was due to timing issues rather than the local authorities being obstructive.

Williams said in June that he was in “advanced negotiations” with brands including Red Stripe and Red Bull (MW June 19).

The carnival had planned to offer a series of opportunities tailored for brands, in a departure from its usual offering of street media. It had hoped that brands would sponsor parks, “green spaces” and events such as the Costume Splash at Alexandra Palace.

Existing sponsors Western Union, Time Out and Choice FM will continue to support the event.

Earlier this month, the carnival announced its 2008 theme as “Welcoming the World” to integrate its ideals with those of the London 2012 Olympic Games. A giant screen in a park near Ladbroke Grove will broadcast the Olympic handover in Beijing on Sunday (August 24).

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