Marketing League Table: Sponsorship leagues

The Olympics have forced brands to think harder about how to use sponsorship, with the games offering neither access to athletes for promotional purposes nor in-stadium ad opportunities. Indeed, the London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) goes out of its way not to use the term 'sponsorship', preferring 'partnership'. This year's leagues show a buoyant sector, though pressure is growing.

TOP SPONSORSHIP AGENCIES

Rk Agency Fee income Fee income Chg Turnover Turnover Chg
2006 2005 (%) 2006 2005 (%)
(pounds) (pounds) (pounds) (pounds)

1 Fast Track 5,332,319 4,398,481 21 8,917,717 6,086,915 47
2 SBI 3,416,735 2,409,871 42 n/a n/a n/a
3 The Works London 2,701,418 2,717,756 -1 11,373,379 10,842,290 5
4 Karen Earl
Sponsorship 2,536,400 1,981,304 28 7,707,049 4,686,000 64
5 brandRapport 2,427,366 2,163,393 12 6,499,091 5,175,106 26
6 M&C Saatchi
Sport &
Entertainm't 1,448,000 1,103,000 31 2,904,000 1,847,000 57
7 WSM Sponsorship 1,300,000 1,450,000 -10 1,520,000 1,580,000 -4
8 Velocity Sports
& Entertainment 937,583 725,387 29 1,043,558 769,296 36
9 Capitalize 920,272 1,047,449 -12 3,780,057 3,019,363 25
141 Sport &
Entertainment* n/a 720,177 n/a n/a 1,094,568 n/a
10 23red 680,000 350,000 94 9,000,000 800,000 1025
11 Four Sports
Marketing &
Spon'ship 675,222 185,663 264 1,117,475 199,024 461
12 Generate 336,963 114,500 194 760,208 287,691 164
13 Threepipe 112,011 n/a n/a 210,000 n/a n/a

Rk Agency Staff Brands Rights
(%) holders
(%)

1 Fast Track 90 50 50
2 SBI 43 90 10
3 The Works London 32 100 0
4 Karen Earl
Sponsorship 37 100 0
5 brandRapport 38 93 7
6 M&C Saatchi Sport
& Entertainm't 21 100 0
7 WSM Sponsorship 10 45 55
8 Velocity Sports
& Entertainment 7 100 0
9 Capitalize 20 85 15
141 Sport &
Entertainment* 12 n/a n/a
10 23red 40 80 20
11 Four Sports
Marketing &
Spon'ship 8 61 39
12 Generate 9 70 30
13 Threepipe 12 100 0

Rnk Agency

1 Fast Track
Founded 1998. Subsidiary Chime Comms. MDs Jim Glover, Jon Ridgeon.
15% PR, 45% consultancy/rights negotiation, 10% integration, 30%
event management. Clients include GSK, UK Athletics, Member ESA.
www.fasttrackagency.com
2 SBI
Founded 1985. Subsidiary IMG. Managing director Rob Mason. 15% PR,
10% consultancy/rights negotiation, 50% integration, 25% event
management. Clients include Scottish & Newcastle, Britvic, Telegraph
Group. Member ESA. www.sbi.co.uk
3 The Works London
Founded 1996. Subsidiary Omnicom. Chief executive Ben Pincus. 40%
consultancy/rights negotiation, 40% integration, 20% event
management. Clients include Canon, Heineken, Walkers. Member ESA.
www.theworkslondon.com
4 Karen Earl Sponsorship
Founded 1984. Privately owned. Chief executive Tim Crow. 25% PR, 25%
consultancy/rights negotiation, 25% integration, 25% event
management. Clients include RBS, Diageo, Coca-Cola. Member ESA.
www.karen-earl.co.uk
5 brandRapport
Founded 1982. Subsidiary Passhold. Managing director Andrew Dwyer.
7% PR, 7% consultancy/rights negotiation, 71% integration, 15% event
management. Clients include Vodafone, E.ON, UBS. Member ESA.
www.brand-rapport.com
6 M&C Saatchi Sport & Entertainm't
Founded 1997. CEO Steve Martin. 35% PR, 10% consultancy/rights
negotiation, 40% integration, 15% event management. Clients include
Orange, Coca-Cola. Member ESA.
www.mcsaatchi.com/sportandentertainment
7 WSM Sponsorship
Founded 1999. Privately owned. Chairman Andrew White. 7%
consultancy/rights negotiation, 60% integration, 33% event
management. Clients include Brit Insurance, Aberdeen Asset
Management. Member ESA. www.wsmsponsorship.com
8 Velocity Sports & Entertainment
Founded 2003. Subsidiary Aegis Group. Managing director Tom Silk.
50% consultancy/rights negotiation, 25% integration, 15% event
management, 10% other. Clients include Eli Lilly, Visa, Abbey.
Member ESA. www.teamvelocity.com
9 Capitalize
Founded 1996. Privately owned. Chairman Richard Moore. 30% PR, 20%
consultancy/rights negotiation, 20% integration, 30% event
management. Clients include Bacardi-Martini, T-Mobile. Member ESA.
www.capitalize.co.uk
141 Sport & Entertainment*
Founded 1996. Subsidiary WPP. Managing director David Farrow. No
work breakdown given. Clients include AIG, Coral.co.uk. Member ESA.
www.141worldwide.com
10 23red
Founded 2000. Privately owned. Managing director Adam Wylie. 5%
consultancy/rights negotiation, 15% integration, 2% event
management, 78% other. Clients include Bacardi-Martini, Abbey,
Betfair. www.23red.com
11 Four Sports Marketing & Spon'ship
Founded 2005. Privately owned. MD Alun James. 58% PR, 18%
consultancy/rights negotiation, 14% integration, 10% event
management. Clients include Accenture, UBS, Transport for London.
Member ESA. www.fourcommunications.com
12 Generate
Founded 2003. Privately owned. Partners Rupert Pratt, Andy
Muggleton. 10% PR, 40% consultancy/rights negotiation, 25%
integration, 25% event management. Clients include Timberland.
Member ESA. www.generatesponsorship.com
13 Threepipe
Founded 2004. Privately owned. Managing director Eddie May. 85% PR,
15% event management. Clients include Umbro, UK Online, Scalextric.
Member ESA. www.threepipe.co.uk

Source: Marketing Sponsorship Leagues, 20 June 2007
*Companies House data provided by Willott Kingston Smith for agencies
affected by the Sarbanes-Oxley Act.
141's figures were filed under Premiere Sponsorship Marketing

THE SARBANES-OXLEY EFFECT

The US Sarbanes-Oxley Act restricts the financial information that US-owned firms can disclose. For affected agencies, we used Companies House data, researched by Willott Kingston Smith. However, for several agencies no data could be sourced, either because there was no recent Companies House data or because they are part of a bigger group whose results do not distinguish between sponsorship and other income. Agencies unable to be included in the table include IMG and Octagon, two of the biggest sponsorship agencies.

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