Foster’s bids to become high-profile sponsor

Heineken UK is looking at sponsorship in a bid to differentiate its Foster’s brand in the crowded UK beer market.

Fosters
Foster’s: Sponsorship strategy

The drinks maker is talking to agencies about taking over an existing sponsorship property or developing a bespoke event for Foster’s in a manner similar to Nike’s Run London.

It is believed Heineken UK is looking at several possible properties, including sport and entertainment events, in a bid to maintain and increase brand loyalty. The agency search is being handled by Creative Brief.

Foster’s sponsored Norwich City Football Club in the late Eighties and has also supported Formula One events.

Rival Carling is the title sponsor of the Football League Cup and has previously been heavily involved in music sponsorship, while Carlsberg is an official partner of the England national football side. Sister brand Heineken sponsors the UEFA Champions League.

Heineken UK is also reviewing the advertising account for Foster’s. It is understood that incumbent agency M&C Saatchi will repitch for the business. The last marketing campaign for the brand continued to push its Australian heritage with the strapline “Get some Australian in you”.

According to Heineken’s last financial statement, the campaign helped boost Foster’s share of the UK beer market by 2.6% last year.
A spokesman for Heineken UK declined to comment.

Latest from Marketing Week

Marketoonist on being agile

Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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 3703 or email customerservices@marketingweek.com

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