E.on switches to community sponsorship strategy

E.on is overhauling its sponsorship strategy by switching its backing to community events across the UK as part of its wide-ranging review of its communications approach.

E.on

The energy company is to sponsor local community events such as sports tournaments and music gigs in Nottingham and Birmingham. It has previously sponsored the FA Cup and Football League to raise awareness of its brand and services.

Jeremy Davies, marketing director at E.on, says: “Many people will know us from our sponsorship of the FA Cup in recent years but we’re moving away from that into ways we can support and reward our customers, offering things that are genuinely helpful to them in a way that’s relevant and convenient to their everyday lives.”

The company will focus activity in cities where it has a high number of consumers and staff.

E.on’s strategy is part of wider efforts from the company to regain the trust of consumers after it admitted the energy sector had allowed a “situation of mistrust” to escalate. Earlier this week, it became the first of the ‘big six’ energy suppliers in the UK to commit to not raising prices this year.

The company launched a six-month ‘Reset Review’ in January to discuss with a 28,000-strong customer panel how it can be more transparent.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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