Lloyds TSB extends its PR links with sport

Lloyds TSB has drafted in PR support to reinforce its new, expanded sports sponsorship strategy, which now features golf for the first time.

Ketchum London is to support a marketing push that rolls out this week, ahead of key sporting events.

These include the British Open, which starts in mid-July, the Rugby World Cup in October and the forthcoming rugby season.

Provisional work on the estimated £100,000 contract, awarded in May following a six-way pitch, started two weeks ago.

An overall campaign theme of In the Spirit of Sport exploits the high-street bank’s sponsorship of the Scottish Rugby Union, the Welsh Rugby Union and the Barbarians rugby team.

The sports portfolio also includes new ‘ambassadorial’ partnerships with rugby icons such as Jonny Wilkinson and, for the first time, with leading golfers, including Nick Faldo and Colin Montgomerie.

Golf is understood to meet the bank’s target markets covering corporate, credit card and insurance, with the age group being 18 to 54.

Director of Ketchum Sports Network, a division of Ketchum London Steve Martin said: ‘This new strategy meets all of Lloyds TSB’s criteria. Talent such as Jonny Wilkinson enables us to spread coverage from corporate pages to consumer.’

The agency will also run internal comms for the bank to get staff involved, and offer the chance to win tickets to sporting events.

Previously, Lloyds TSB sponsored the Six Nations rugby tournament. By including golf, the bank hopes to cash in on year-round sports activity.

‘We have a broader sponsorship portfolio with golf. It gives more year-round presence,’ said Lloyds TSB brand marketing spokesman Mark Harper.

He added the move into golf met the bank’s undisclosed ‘strategic objectives in the competitive arena of financial services’.

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