Newgate eschews 'mainstream' marketing to sponsor Women's Lacrosse World Cup

Newgate Communications is sponsoring the Women's Lacrosse World Cup, which gets underway in Guildford next week, with the agency's CEO boasting that it offers far better value for money than corporate hospitality at "mainstream sporting events".

England players Camilla Hayes (l) and Olivia Hompe
England players Camilla Hayes (l) and Olivia Hompe

The event will be played out in the Surrey town between 25 teams, culminating in the final on Saturday, 22 July. Up to 11 games per day will be played across four pitches.

The title sponsor of the event is Rathbones Investment Management, with Porta-owned Newgate one of six 'Gold Level Sponsors', among which is another professional services firm, legal specialist RPC.

The sponsorship gives high visibility to Newgate's brand, especially when the latter stages of the event are streamed live on the BBC Sport website, and allows the agency to offer hospitality to clients and staff.

Newgate CEO Gavin Devine said the tournament was "a fantastic celebration of excellence, teamwork and elite women’s sport" and also "represents incredible value for money for sponsors like Newgate Communications".

He said: "Agencies like ours routinely spend our marketing budgets on corporate hospitality at ‘mainstream’ sporting events like Wimbledon and Henley. Yet, for the same sort of expenditure, we will have a very visible presence over 11 days at an event attended by significant numbers of the kind of people we want to pitch to work for and recruit to work with."

Read next: How women are undermining the traditional sports PR model

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