CDP has teamed up with the sports events organiser, Nova
International, to broaden its offering to clients.
The agency has formed the strategic alliance with Nova to advise
advertisers on sports marketing, one of the fastest-growing areas of the
communications business. Nova is responsible for staging and marketing
top competitions including the Great North Run, the Nationwide League
and the European PGA golf championships.
As well as helping with sponsorship deals, CDP aims to give advertisers
access to database information on those attending Nova events. It also
hopes the alliance will help clients generate ideas for new sports
competitions, which they could brand.
CDP began talks with Nova because of the relationship between CDP’s
chairman, Scott Sherrard, and Nova’s chief executive, the former running
star, Brendan Foster. They first met in the 80s when Sherrard was
involved with Nike’s advertising at Grey and Foster was Nike Europe’s
Sherrard commented: ’We don’t just want to be in the business of
flogging sports sponsorship. We want to do things with more strategic
relevance for clients.’