BDS overview & background

We are one of Europe’s leading rights-holder sponsorship consultancies. Our senior consultants have over forty-five years of experience in the sponsorship industry.

BDS Sponsorship have extensive national and international experience in venue, sport, public sectorenvironment, charity, culture and leisure, environmental, transport, educational, event, heritage and community sponsorships.

2010s

Today, partnership programmes in areas relating to the United Nations Sustainable Development Goals, such as Energy Transition, Health and Future Mobility, are currently the fastest growing area of sponsorship. BDS undertook their first programme sponsorships in areas such as environment and health in the 1980s.

2010s

2020

Shell and SDG 17 

Shell and SDG 17 

In 2015, the UN adopted 17 sustainable development goals (SDGs), which seek to address the world’s biggest challenges, including ending poverty, improving health and education, making cities sustainable and tackling climate change.

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University College London Hospital (UCLH)

University College London Hospital (UCLH)

BDS have been employed by University College London Hospital (UCLH) to develop a sponsorship strategy, initially scoping opportunities for new hospitals which are currently in development: Phase 5 which will combine the Eastman Dental and Royal National ENT Hospitals, and Phase 4, a new Cancer and Surgery Centre.

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DART – Luton Airport Rapid Transport System

DART – Luton Airport Rapid Transport System

London Luton Airport Ltd appointed BDS to develop a Sponsorship Strategy and Business Plan for the Direct Air Rail Transit (DART), which is due to open in 2021.

The DART is a £225m investment, which will provide passengers with a more environmentally friendly and efficient transport link between the Airport and Luton Airport Parkway Station and replace the existing bus system.

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2019

Emirates Cable Car and TFL

Emirates Cable Car and TFL

BDS wrote the Strategy and Business plan for Transport for London’s Cable Car which resulted in a £36 million sponsorship by Emirates Airlines.

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Measuring Successful Sponsorship Report

Measuring Successful Sponsorship Report

First ever Management Report on sponsorship Measuring Successful Sponsorship, published by The Financial Times and written by BDS founder Richard Busby.

2000s

Our work in venues grew very substantially and we undertook our first Transport sponsorship programmes . We also undertook an increasing number of programmes whose prime objectives were Human Resource rather than marketing focussed

2000s

2019

Wembley Stadium ‘End of an Era’

Wembley Stadium ‘End of an Era’

BDS were the sponsorship consultants for Wembley National Stadium’s ‘End of An Era’ Initiatives. As part of the sponsorship benefits for a P&G hair shampoo brand the sponsor ran an on-pack promotion to win the benches from the England Dressing Rooms.

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British Airways London Eye

British Airways London Eye

BDS Sponsorship secured the BA London Eye over £1 million per annum in sponsorship income plus an additional £1.7 million per annum in marketing support.

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Arena & Convention Centre Liverpool

Arena & Convention Centre Liverpool

A unique sponsorship strategy based on securing two high profile naming rights sponsorships for one venue (with four preferred partners, as secondary level sponsors).The sponsorship income secured for ACC Liverpool was 300% higher than any comparable venue in the UK.

1990s

Sport continued to be a major part of out work . Public Sector and Cultural sponsorship continued to grow and we moved into new sectors of sponsorship including venues , leisure attractions and charities . We also obtained a significant number of both Global and Pan-European as well as community sponsorship programmes.

1990s

2019

Hampden Stadium sponsored by BT

Hampden Stadium sponsored by BT

Having developed the fund-raising strategy we secured the £5m title sponsorship required from BT Scotland.

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Land Rover Experience and Bluewater 

Land Rover Experience and Bluewater 

The potential opportunity for Bluewater to monetise the gravel cliffs which surround the site was determined by BDS

The Land Rover Experience at Bluewater won the International Council of Shopping Centres Global Productivity Award as the best new idea for Shopping Centres anywhere in the world that year.

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Department of Health: Smoking Cessation Programme

Department of Health: Smoking Cessation Programme

Following completion of a strategy on finding highly cost-effective ways of delivering the smoking cessation campaign objectives through private sector partnerships, BDS targeted, sourced, approached and met the targeted companies.

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Department of Health: E11

Department of Health: E11

The Department of Health wanted to generate significant sign up for the new E111 form. BDS secured 450 cooperating partners in just 4 months and quadrupled the monthly sign up levels to 1 million.

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Legoland Windsor

Legoland Windsor

BDS were retained by LEGOLAND Windsor and obtained significant levels of sponsorship from a wide range of companies including Ford, Coca-Cola, Kodak, BT, McDonalds, Cow & Gate and Mars.

UK Pavilion at World Expo

UK Pavilion at World Expo

Generated a range of sponsorship from companies such as Marks and Spencer and British Steel (The latter provided all the steel required in the construction of the building plus £500,000 in cash).

1980s

In the 1980’s it was predominantly sport. We obtained our first cultural and Government work at the very end of this decade.

Below are some of our clients from the early days of sponsorship.