PHD joins Academy to provide specialist sponsorship service

PHD has launched a specialist sports sponsorship agency called Drum


The company is a joint venture between PHD's broadcast communications

agency Drum PHD and the sports sponsorship agency Academy Partnership


Traditionally PHD has outsourced its sports sponsorship work, which has

included Cellnet's sponsorship of the England rugby team, but it will

now be able to offer its services to existing clients and third-party


Academy Partnership Marketing, which was founded in February 1996 by

Mark Rowland and Jeremy Bourke, was responsible for the Coors

sponsorship of the Chelsea football team. Drum APM will be based in

PHD's London headquarters with Rowland and Bourke remaining at the


"We were seeking a partnership that would allow us to apply our

expertise in a broad-based communications environment. Sports

sponsorship is most effective when part of the overall communications

mix. Drum APM is a company uniquely positioned to offer this approach to

clients," Rowland said.

David Pattison, the PHD group chief executive, added: "UK spend on

sports sponsorship has increased significantly over the past five years

and is now worth in excess of £400 million a year. Given its

increasing importance in the communications mix, we wanted to offer

specialist expertise in this area. This new initiative allows us to do

just that."

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