Lloyds TSB to extend 2012 sponsorship across HBOS

LloydsLloyds TSB is expected to extend its sponsorship of the London 2012 Olympic Games to HBOS brands Halifax and Bank of Scotland once the “superbank’s” merger is complete.

A source close to Lloyds TSB Group says it will look at how to extend the sponsorship across HBOS, first through initiatives such as staff and internal marketing, as well as to customers passing through its expanded high street network.

But the bank is unlikely to “Olympify” any of the HBOS brands until it is clear which, if any, of them it must sell in order to offset competition concerns. It is also reviewing the future of all the brands in the HBOS portfolio and may decide to axe some or all of them.

Alongside Halifax, which is the UK’s biggest mortgage lender, and Bank of Scotland, Lloyds TSB will acquire Intelligent Finance, life insurance company Clerical Medical and mortgage brand Birmingham Midshires. Lloyds TSB group brands include Scottish Widows and Cheltenham & Gloucester.

A Lloyds TSB spokeswoman says: “We are at a very early stage of the deal. No decision has been made on the long-term future of the brands, which will affect the 2012 sponsorship as well. Clearly 2012 is positive for the whole group and the whole group can be positive for [the sponsorship].”

Lloyds TSB Group was the first Tier One partner to sign up for the London Olympics, in March last year, paying about £70m to become the official banking partner. It later extended its deal to become official insurance partner of the Games, allowing it to stretch its sponsorship to the Scottish Widows brand.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


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


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.


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.


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 3703 or email customerservices@marketingweek.com

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