BDS consultants have worked on major International sporting events such as The Olympics, FIFA, The All Africa Games, Premiership football and the London Marathon.

Work has included advising 3M on their Olympic Games strategy and activation across their 45 divisions, managing the year-round sponsorship activation by the title sponsor of The London Marathon, including recruiting and managing 300 volunteers on race day., advising a Middle Eastern Airline on which Premiership Football team to sponsor and advising Danone on the FIFA World Cup.

BDS Sponsorship has worked on many Sports including American Football, International Athletics, Basketball, Cricket, Equestrianism, Golf, Horse Racing, Ice Hockey, Ice Skating, Motor Racing, Rugby Union, Rugby League, Sailing, Rally/Motorsport, Snooker, Soccer, Tennis, Squash, Triathlon and Volleyball, as well as more unusual sports such as Husky Racing, Hado and Petanque.

BDS were the sponsorship consultants for Wembley National Stadium’s End of An Era Initiatives and, in this role, raised significant sponsorship for the venue’s closure. Sponsors included QXL, AXA, Mars and Procter & Gamble. Two of the more unusual sponsorship assets that BDS identified were the benches from the England Changing Room, which a Procter and Gamble Shampoo brand picked up on and offered a bench, together with a certificate of authenticity, as an on-pack promotional prize. The Wembley pitch was cut up, and together again with a certificate of authenticity, was obtainable for six proofs of purchase from bars of Snickers.

BDS also delivered the first-ever naming rights deal for a National Sports Stadium: “ Hampden Stadium sponsored by BT Scotland “. BDS also worked on the Football Association’s National Football Centre. Where it’s lack of general access by the public provided a very valued sponsorship asset, as access was only obtainable by becoming a sponsor

BDS Sponsorship also wrote the sponsorship strategy and business plan, which resulted in the £10 million sponsorship of the RICOH Arena
In addition to working for a large number of public sector organisations on sponsorship of sports events facilities and programmes (including Kent County Council, Glasgow, Birmingham and Liverpool Councils etc.) BDS has also worked with a very large number of private-sector sports organisation.


Sport clients:

  • American football
  • Angling
  • Artistic skating (roller)
  • Athletics
  • Badminton
  • Ballooning
  • Basketball
  • Billiards and snooker
  • Boxing
  • Canoeing
  • Clay pigeon shooting
  • Cricket
  • Cycling
  • Darts
  • Drag Racing
  • Equestrian
  • Football
  • Golf
  • Gymnastics
  • Harness racing
  • Horse Racing
  • Hovering
  • Husky Racing
  • Ice hockey
  • Ice skating
  • Jet skiing
  • Land-sailing/yachting
  • Microlight Flying
  • Motor cycling
  • Motor sports
  • Orienteering
  • Petanque
  • Polo
  • Pool
  • Powerboating
  • Rowing
  • Rugby league
  • Rugby union
  • Sailing and yachting
  • Snooker
  • Speed skating (roller)
  • Squash
  • Swimming and diving
  • Tennis
  • Triathlon
  • Volleyball
  • Water skiing

Sports Bodies Include:

  • Badminton England
  • Budweiser Basketball League
  • England Athletics
  • English Squash
  • European Tour
  • Gloucestershire County Cricket Club Heritage Trust
  • Irish Rugby League
  • Minor Counties Cricket
  • NFL
  • NHL
  • SRU
  • The PCA
  • Volleyball England
  • WRU
  • PSA / England Squash & Racketball

Big Brands Include:

  • Budweiser
  • Danone
  • Fidelity International
  • Nestle
  • Powergen
  • Red Bull
  • Shell

Venues Include:

  • National Badminton Centre
  • Charlton Athletic
  • National Football Museum
  • Newmarket Racecourse
  • Plymouth Life Centre
  • Ricoh Arena
  • Murrayfield
  • Silverstone

Events Include:

  • Men’s World Squash Championship
  • Budweiser Basketball League
  • European Volleyball Championships
  • International Athletics
  • Red Bull Final5
  • Red Bull Masters Class