Saudi Basketball join our client portfolio in the Middle East

 
PHAR has been appointed by the Saudi Basketball League to develop the commercial proposition for the league, which is being transformed by new commercial rights holder Creative Edge.

Our remit includes the creation of a sponsorship architecture, definition of a range of new sponsorship opportunities, and consultancy throughout the process of securing a range of new partners.

The commercial partnership programme is a key element of the plan to make basketball the second most popular sport in the country, and to raising the competitiveness of Saudi teams in international competition.

 

 

 

Manny Pacquiao signs deal with PHAR client AirAsia

Filipino boxing star Manny Pacquiao has agreed a one-year marketing deal with our client AirAsia, which will see him use two AirAsia Airbus A320s to fly his entourage to Macau for his upcoming bout on 23rd November against American Chris Algieri.
“We try to celebrate heroes, guys or girls who come from nowhere and make people’s dreams come true,” said AirAsia founder and PHAR Chairman Tony Fernandes, speaking to local media in the Philippines. “So when this opportunity came, it was too good an opportunity to miss.”

Women’s Tennis Association Appoints PHAR Insight for Analysis of Lead Global Partner Opportunity

PHAR Insight has been appointed by the Women’s Tennis Association (WTA), the global governing body for women’s tennis, to undertake an analysis of the value Lead Global Partner (LGP) sponsorship opportunity can deliver to brands.
The LGP partnership provides the opportunity to be recognised as the leading brand associated with women’s tennis in the world, and has been developed by the WTA to reflect the strategic goals that brands are increasingly aiming to achieve through their sponsorships.

To that end, as well as calculating the value delivered from on-court branding at 54 events in 33 countries, PHAR Insight’s work will focus on the range of other benefits, including access to its 2,500 professional players, provided to a brand through the partnership – including the strength of the opportunity’s strategic benefits.  A new algorithm developed by PHAR Insight as part of its collaboration with Mediacom to create an industry-leading set of evaluation tools will be applied to provide an assessment of overall value, reflecting the relative contributions of both the tangible and the intangible benefits.

Steve Tseng, Chief Sales Officer at the WTA, said of the appointment: “We have worked very hard to create a partnership which goes much further and deeper than year-round global media exposure alone, and provides brands with unique access and content to enable them to engage meaningfully and distinctively with consumers.  An analysis just of media value would never capture the extent and depth of the value that a brand can receive from this partnership.  And so we were extremely impressed that the tools which PHAR Insight has developed assess not just all the tangible benefits which is impressive in its own right, but also the strength of the opportunity’s strategic attributes. PHAR Insight’s analysis now enables us to have a much more strategic discussion with brands, by enabling us to demonstrate more comprehensively the value that the LGP opportunity can deliver.”

Alastair Macdonald, Director of PHAR Insight, commented: “It’s easy to get blinded by the sheer scale of the media exposure that the WTA schedule delivers for a brand, but this only tells one part of the story.  A large number of powerful strategic attributes makes the LGP opportunity one of the most interesting currently available in world sport.  Given brands’ increasingly strategic approach to sponsorship, and focus on understanding the value of their investments, it is essential that any analysis reflects the strategic value meaningfully.  Our new analysis tools and proprietary valuation algorithm take these strategic considerations into account, and are showing that the WTA’s LGP opportunity has the potential to deliver some of the strongest returns in the sponsorship industry.”

 

PHAR hosts thank you party for clients and partners in Asia

It was great to see everyone who came to our rooftop party last week at the Capri Hotel in Kuala Lumpur.
The event was set-up to say thank you to our clients and partners in Asia for all their help over the past 3 and a half years. We look forward to continue working with you all in the future and hosting more of these events!

Marcus and MyDin
Marcus and MyDin

Pictured: PHAR CEO Marcus Wight with Mydin MD Dato Hj. Ameer Ali bin Mydin

rooftop
rooftop

Pictured: The Rooftop of the Capri Hotel

HOME Manchester appoints PHAR to secure sponsors for new multi art centre

PHAR, the specialist sponsorship agency, have been exclusively appointed by HOME, Manchester, to help secure partners and sponsors for the new arts centre opening in March 2015. HOME will be the third largest arts centre in the UK, the biggest outside London and will offer something new and innovative to audiences in the North West and beyond. It will be the focal point of the new First Street development in the city centre and has been formed by a merger between Cornerhouse and the Library Theatre Company.
Housing a gallery, theatre, 5 cinemas, café, bars and a restaurant, HOME will be central to Manchester’s arts and culture offering and has the backing of key stakeholders in the city.

Marla Cunningham, Development Director at HOME, said “We’re delighted to be working with Phar Partnerships. Our new multi art centre, HOME, will be a significant addition to the cultural offer for the region and a big part of the regeneration of Manchester City Centre. We think this will be very attractive for savvy brands who want to support arts and culture while getting a multitude of benefits by association.”

The project will be run by PHAR’s Manchester office and Ian Tussie, Head of Partnerships at PHAR, is very positive about the new project. “HOME is a really exciting new project and something that will appeal greatly to potential sponsors and partners. There’s nothing else quite like it in Manchester and the precedent set by the South Bank Centre, which has a plethora of sponsors, makes us very positive that there will be brands interested in investing in the project, engaging with an audience of around 750,000 each year and working with HOME on its fantastic CSR activities.”

PHAR play their part in making the Glasgow 2014 athlete programme a success for Ford

PHAR have been working with Ford, the Official Automotive Partner of the Glasgow 2014 Commonwealth Games, to deliver #PlayYourPart – campaign, the aim of which has been to raise the profile of the Home Nations teams, and encourage supporters to get behind their ‘local’ athletes, whilst promoting participation, interaction and support through Social Media during the Games build-up and throughout the event.
 

PHAR’s role has been to identify the right mix of athletes representing all Home Nations and a variety of different sports and backgrounds, lead on contract negotiations and athlete relationship management including assisting with organising athlete appearances and managing content approvals. The final ambassador team consisted of the following athletes: Hannah Miley – London 2012 Team GB swimmer (Scotland); Katie Kirk – 800 meter runner (Northern Ireland); Eilish McColgan – 3,000 meter steeple chase runner (Scotland); Lewis Benson – 2012 British Light Welterweight Boxing Champion (Scotland); Kristian Thomas – London 2012, European and World Championships medallist in gymnastics (England); Aled Davies – London 2012 Gold medallist and a double World Champion F42/F44 discus thrower (Wales); Sasha Corbin – England International Netball player (England) and Callum Skinner – British track cyclist and Sprint Champion (Scotland).

 

Overall the Ford ambassador team won two Gold, three Silver and one Bronze medal in Glasgow and generated thousands of interactions between Ford and the general public on Social Media.

No time? That’s no excuse! PHAR’s athlete Lynsey Sharp puts Radio DJ Greg James through his paces

Our medal winning Commonwealth Games and European Championship athlete Lynsey Sharp helped Radio DJ Greg James to step up training for his latest fitness challenge. His session comes as new research by Bupa shows that while a third of Brits will attempt a fitness challenge at some point in their lives, only 10% will actually prepare and stick to a clear plan, and around 30% admit fear of failure or lack of time stops them from achieving their goal.
Greg is now midway through a strict training plan to prepare him for attempting a new personal best at the Bupa Great North Run on 7 September. To demonstrate that anyone can fit training into their daily routine, no matter how busy they are, Bupa enlisted PHAR Talent’s Lynsey Sharp to put Greg through his paces and show him effective ways to fit in short and fast bursts of training that will improve speed and stamina.

Greg James said: “I’ve been pretty good at sticking to the training plan for the Bupa Great North Run, however it is hard to balance training, work and seeing friends. Today’s session was something else, I’ve never worked so hard in my life, but Lynsey showed me that when I’m short on time, short internal sessions are a great way to boost my training. I feel like a changed man and I’ve never enjoyed running so much!”

The session was held after new research by Bupa examined how and why Brits set themselves challenges, and their feelings towards failure. The research was conducted as part of Bupa’s Your First Step campaign, which aims to inspire people of all ages to take on a new fitness goal they didn’t think would be possible. It found that:

  • Around 70% of Britons regularly set themselves challenges, with over 40% doing so to improve their health.
  • One in three Brits will take on a new fitness challenge at some point in their lives, but only one in ten will actually prepare and stick to a clear plan.
  • A quarter of 25-44 year olds say that a lack of time stops them from setting a challenge.

To prove that with the right support, anyone can take on a challenge and succeed – no matter how busy they are – Greg is looking to beat his previous half marathon time of two hours and eight minutes, and complete the course in less than two hours.

Lynsey is no stranger to adversity and overcoming the odds as an elite athlete. After smashing her personal best twice this year, she has provided her top tips on how to improve mental and physical strength that anyone can apply to help reach personal goals.

Lynsey Sharp said: “Interval training is the best way to improve fitness in a short space of time, although it isn’t for the faint hearted, and is incredibly intense and taxing on the body. This particular way to train has a reputation of being boring, but it’s just harder work that you can power through. I was really impressed with the way that Greg performed during our session, he has clearly been putting in the hours and sticking to the training plan. I’ve had to battle a lot of injury in my career to date, so I am well versed in the pressures of getting back into peak fitness with a clear goal in mind.”

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