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.


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.

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