Pedal to the Medal

Pedal to the Medal: Will sport beat festivals in the Olympic sponsorship marathon? 

(in association with Field Marketing and Brand Experience Magazine)

How on earth are festivals going to keep share of the commercial market next summer in the Olympic year, when so much attention will be on sport? This live debate will see two dedicated sports sponsorship specialists go head-to-head with two music aficionados to debate the merits of spending on sponsorship in music and/or sports in the Olympic year.

Andy Westlake – CEO, Fast Track

Andy has been in the sponsorship business for 20 years – 9 years working with media owners and recently as CEO of Fast Track, a company he’s been part of for the last 8 years. Prior to Fast Track, he spent four years at Mediaedge CIA, as Managing Director of their sponsorship division and worked in sponsorship in commercial radio, at both Capital Radio and EMAP. Andy works across sports marketing campaigns for HSBC, Emirates, Land Rover, BT and Texaco. Andy lives in Amersham with his wife Sara and two children, William and Emilia and is a keen, if inconsistent golfer.

Gareth Cooper – Snowbombing, Beach Break Live, Lounge on the Farm

He has made his presence well known within the UK festival market, having successfully steered an array of eclectic events including LolliBop (a kids festival in Regents park London which sold over 30,000 tickets in just it’s 1st year),  Beach Break Live previous winner of ‘best small festival, founder of Snowbombing, which picked up the UK’s Best Overseas Festival at the UK Festival Awards last year. In 2009 he was winner of the festival awards Promoter of the Year.

In 2010 Gareth also became a shareholder and director of Lounge on the Farm Music Festival, an award winning event in Canterbury Kent that has grown to accommodate 10,000 revellers. He is also one of the owners of the Big Green Coach, a company that has provided over 90000 journeys for people to and from festivals in the last year alone. As well as the above he is also founder of Outgoing.co.uk, The UK’s largest student tour operator and events company

Jeremy Patterson, MD, Frukt Communications

Landing in Manchester in 1990 Jeremy completed a history degree while immersing himself in the city’s music scene. After forays working in clubs Tony Wilson approached and Jeremy joined Factory Records and In The City (the international music convention) where he gained an enlightening and entertaining insight into the music industry. Moving to London he joined TrusttheDJ where he released an acclaimed series of DJ mix albums and a number of music / brand projects. An offer from Diabolical Liberties, the ambient advertising agency, heralded a move where he was responsible for commercially restructuring the business and broadening their brand and music services. Jeremy brings an abundance of music and commercial skills to FRUKT COMMUNICATIONS, including an understanding of how music and brands can work together in the live and content space.

FRUKT COMMUNICATIONS works with leading international clients including Coke, Nokia, Southern Comfort and Magners developing entertainment and music strategies and bringing them to life.

Karen Earl – Chairman, Synergy

Karen has worked in the sponsorship industry since the 1970s.  She started her own business, Karen Earl Sponsorship (KES) in 1984 and grew it into one of the UK’s most well-respected sponsorship consultancies.

Renamed as Synergy in 2008 when it became part of Engine, the UK’s largest and fastest-growing independent communications company, the consultancy continues as ‘the sponsor’s consultancy’ – representing only clients, not rights holders.  Its client list includes Betfair, BMW, Bupa, Chivas, Coca-Cola, Diageo, RBS and SSE.

As well as being Chairman of Synergy, Karen is also Chairman of the European Sponsorship Association (ESA).

“As Chairman of ESA, I’m able to play a valuable role in further establishing sponsorship as an important and professional marketing communications industry across Europe”, she says.

Under her leadership, ESA has launched the ESA Diploma – the first professional qualification specifically designed for the sponsorship industry.  She has also overseen the establishment of the ESA Knowledge Series comprising Insight Forums and Skills Workshops aimed at a range of management levels within the industry.  ESA is also at the forefront of discussions within the EU and European Governments on key issues such as alcohol and gaming sponsorship and other areas where important decisions affecting the industry are discussed.  ESA’s remit is to ensure such discussions and subsequent decisions assist and encourage the development of the industry.  ESA also provides its members with a full range of industry information, examples of best practice and policy guidelines on issues such as the Bribery Act and legislation surrounding the Olympics.

For more information on ESA go to www.sponsorship.org