Barclays unites sponsorships under values-driven strategy

Barclays is streamlining its disparate sponsorships under its brand pledge to be a values-driven business after overhauling its agency relationships roster.

Barclays is hoping football can help repair its brand.

The financial firm is poised to announce Havas Sport and Entertainment as its lead global sponsorship agency, replacing the multi-tiered model used for more than 10 years. A contract should be agreed before the end of the month, according to a source, that will see both parties set to work on realising the insights from last year’s strategic sponsorship review.

A spokesman for the bank says: “As part of our strategic sponsorship review we have considered our agency support. We have decided we would be best served by the model of a lead global agency to ensure a consistent approach. We have conducted a competitive pitch and are looking to appoint a new agency shortly.

“We would like to put on record that the agencies we have worked with over many years have provided unstinting support and professionalism, and we thank them for their hard work.”

Upcoming promotions will highlight the bank’s values and purpose after early findings from the review led to the “Thank You” Premier League campaign, a move the bank claims lifted engagement around the recent season. Activations will further clarify the bank’s respect, integrity, service, excellence and stewardship values, while also attempt to help people realise their ambitions.

Barclays has been widely criticised by sponsorship experts for its limited activations around platforms such as the Premier League and ATP World Finals, however its revamped approach aims to deliver tangible ROI, the source adds.

The sponsorship shift has already seen the bank decide to end its sponsorship of London Mayor Boris Johnson’s cycle rental scheme in 2015, alongside strengthen its ties to the annual Pride in London homosexuality awareness festival.

The changes stem from a wider overhaul of the bank in the wake of 2012’s LIBOR rate-rigging scandal that knocked consumer faith in the brand. Barclays pledged to become a values-driven business in the wake of the incident and has made changes to its marketing and media strategies to accelerate the brand’s rehabilitation.

Latest from Marketing Week


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

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