The Whitbread Beer Company, the UK’s third-largest brewer, has
appointed Rob Mitchell to the newly-created position of sponsorship
Mitchell reports to director of customer and consumer insight, Phil
Rumbol, and has a sponsorship operations manager, Elaine Harris,
supporting him in the role.
The appointment is the result of the increased number of sponsorship
events Whitbread is involved in. The company has seven core brands and
spends pounds 6 million a year on sponsorship fees, rights and
Events sponsored by Whitbread include the Stella Artois Grass Court
Championships, the Stella Outdoor Screen Tour and rugby’s Heineken
Mitchell, who will be assessing the effectiveness of these campaigns,
said: ’I’ll be working with the brand teams, agencies and organising
committees to ensure there is a strong sponsorship fit - that the brands
are being promoted appropriately to target audiences. Research will be
the key to ensuring our sponsorship deals are adding value to the
Mitchell joins from Ketchum where he was account manager overseeing
event management and sponsorship co-ordination for the Flora London
Marathon, the Boat Race and Middlesex County Cricket Club.
He is replaced at Ketchum by Joss Sargent, formerly of events organising
According to Rumbol the company had no new sponsorship deals to
announce, but is always looking for appropriate national events to put
its name behind.