When NTL took on the club sponsorship of both Celtic and Rangers in 2000, Maximise Sport was appointed to manage all club-based activity.
Our goal was to position NTL as the only company to champion fans’ access to football and players, via TV, web and telephone – NTL’s three key product sectors at that time.
We seamlessly connected with football fans both at home and in stadiums, through an integrated communications programme across print, broadcast and NTL media channels. Working closely with the clubs, we drove incremental value across a mix of sponsorship assets, including match tickets, player appearances, club utility days and in-stadium demonstrations.
In year one, we delivered a media value 81% ahead of target. Additionally, we drove product trial through consumer, business and media channels, whilst simultaneously building brand credibility, via consistent messaging across all media platforms.
Ultimately we assumed total responsibility for the management of all NTL sponsorship in Scotland – including the NTL British & Irish Lions Tour Down Under, in 2002.
“Maximise Sport worked NTL’s relationship with Rangers and Celtic from September 2001 till December 2002. They demonstrated a focus and professionalism to drive value from NTL’s association with The Old Firm and were instrumental in delivering an 81% year-on-year increase in media value on our Scottish football properties. I’d have no hesitation in recommending Maximise Sport to any brand looking to drive value and return via sponsorship.”
Pippa Dunn: Head of Sponsorship - NTL