Sponsorship strategy and partnership/sales
We worked for the Millennium Commission’s Landmark Project for Scotland, Hampden Stadium. Having developed the fundraising strategy we secured the £5m title sponsorship required from BT Scotland.
Sponsorship strategy:
Scotland’s landmark project presented a £5 Million funding gap. The main challenges faced were complex acceptability issues due to Millennium Commission Guidelines, existing event sponsors and non infringement of UEFA clean stadium issues. The hierarchical sponsor strategy consisted of one primary sponsor, a secondary complimentary retail sponsor and four tertiary sponsors was devised. The desired outcome was £5 million for a 10 year agreement.
BT’s objectives:
To promote brand awareness in the face of rising competition in the deregulated telecommunications market, particularly amongst young people. This would in turn promote brand switching. BT’s links with community and “Cause Related” projects would be maintained, increasing customer loyalty.
The solution:
- The BT Scotland Lecture Theatre – sales team development
- Special events – staff/customer incentives
- BT Scotland Media Centre – press relations and showcasing
- BT Scotland Hampden Business Club – corporate sales
- BT Scotland Hampden Webpage and Newsletter – young people
- BT Scotland Hampden Roadshow – community
- Exclusive merchandise – customer and staff incentives
- BT sponsorship monies will directly enhance Hampden – PR
- Corporate hospitality – business to business relationship building
- BT Scotland – “Official Sponsor of Hampden Stadium”
BDS secured the £5m title sponsorship required from BT Scotland.
Last Updated on January 2, 2026
