Sponsorship strategy and partnership/sales
The link up between Land Rover and Bluewater is one of the pioneering deals, which illustrates how a venue can own sponsorship assets which are not immediately obvious.
The first ever, “Land Rover Experience”, anywhere in the world was created by BDS Sponsorship on behalf of, Bluewater Shopping Centre.
The multi-million-pound Global Award winning link-up between Land Rover and Bluewater illustrates how a venue can first identify, and then deliver very substantial income from unusual sponsorship assets.
BDS determined that there was a potential opportunity for Bluewater to monetise the gravel cliffs which surround the site. Bluewater is one of Europe’s largest retail and leisure destinations and we were confident that there was a major opportunity to bring a unique and exciting customer experience to the shoppers, whilst also delivering a very significant income stream to Bluewater.
After careful analysis we identified the potential to have an off-road driving experience using the gravel cliffs surrounding the site. We then obtained Land Rover as the sponsor of this off-road driving experience. This one-of-a-kind experience allowed drivers to trial their unrivalled fleet of off-road vehicles around courses running through the cliffs. Undoubtedly, a unique way to enjoy the Land Rover range whilst partners shopped – it was no surprise that the promotion quickly generated very significant interest.
Officially billed as, “The Adventure Zone”, the course at Bluewater covered over seven acres of cliff-side terrain. With themed zones designed to put drivers and vehicles to the test, the Kent track also boasted a very steep downhill slope.
With a team of experienced drivers on hand to provide driving support and technical assistance, customers ultimately got to experience some of the world’s most exhilarating cars in a suitably exciting setting. Alongside this, Land Rover also had a permanent in-mall location for potential buyers to obtain further information, and then buy their cars.
Land Rover paid all the construction costs for the course and also paid a seven-figure sponsorship fee for this sponsorship. Their design team also consulted experts to create a course that respected the wildlife and habitats of the environment.
Bluewater, with tongue firmly in cheek, quickly began to refer to this experience as a “Male Crèche” with many wives dropping their husbands there whilst they went shopping for the day.
Altogether, the package illustrates what it takes to launch a truly effective brand sponsorship with mutual benefit. Substantiated by footfall data, this success was also measured by an impressive footfall increase of 6% at Bluewater.
The key lesson is that this partnership wasn’t immediately obvious and required a great amount of creativity and application to deliver. By approaching things in a less conventional manner, we were able to bring together two world-leading brands to create an experience that visitors remembered and talked about for years to come.
Award-winning sponsorship strategy
The Land Rover Experience at Bluewater went on to win the prestigious International Council of Shopping Centres Global Productivity Award as the best new idea for shopping centres anywhere in the world that year.
A significant piece of industry recognition for a highly deserving brand sponsorship, this seal of approval ultimately demonstrates the value that a correctly tailored sponsorship can bring to both parties. Elevating the profile of both Land Rover and Bluewater, this award recognised the ingenuity behind the partnership and brought more light to the way that corporate sponsorship packages can take on a new life when they become interactive.
The Land Rover Experience delivered a seven figure income for Bluewater whilst also increasing footfall at Bluewater by 6%.
…it’s not just about making money. It’s also about enhancing the shopper experience and providing a male crèche. And the increased footfall. It’s an iconic example of what we want to try to achieve.
Richard Busby
Chief Executive, BDS Sponsorship
Last Updated on January 2, 2026
