CDP to offer sports marketing through new Nova alliance

CDP has teamed up with the sports events organiser, Nova International, to broaden its offering to clients.

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

chief executive.



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.’



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