As a result of the move, G4S, Icon and SMG Insight/YouGov will all have the opportunity to advise on the events strategy for the city in the lead up to – and long after – the 2012 Olympic and Paralympic Games, all the while working closely with the Major Events Team responsible for developing and attracting large sporting and cultural events to London.
The three new strategic partners join existing partners Pitch and Aggreko plc, who will continue their relationship with the Major Events Team.
Each of the strategic partners has been appointed within categories which cover business sectors involved in creating world class events. G4S will be a partner in the Safety and Security Solutions category, Icon in the Branding and Event Solutions category and SMG Insight – in partnership with YouGov – in the Research and Evaluation category.
For their part, Pitch and Aggreko plc will continue as Public Relations and Communications and Power and Temperature Control partners respectively.
Recognition of shared aspiration
Strategic partnership status is an endorsement of excellence and a recognition of a shared aspiration to have wider audiences view London as ‘the best big city on Earth’ and its events the most exciting and unique in the world.
As international leaders in their respective fields, strategic partners will have the opportunity to drive, advise and shape the events strategy for London in the lead-up to 2012 and beyond.
Iain Edmondson, head of Major Events, said: “Our role is to create and bring the world’s most exciting sporting and cultural events to London. The Strategic Partner programme will play an absolute central role in that. By widening our strategic partnership network to include G4S, Icon and SMG Insight/YouGov, we benefit from the kind of sector-specific knowledge and international expertise that can only strengthen our overall proposition.”
The Major Events Team at London & Partners provides a ‘one-stop-shop’ central point of co-ordination and leadership for securing and delivering major events, and has been involved in many of London’s most high profile sporting and cultural events.
In 2011 alone, the Major Events Team has already worked with the organisers of the BWF World Badminton Championships, the ITU World Championship Series Triathlon (London) and the UEFA Champions League Final at Wembley Stadium.
Over the next year, the Major Events Team will play an important role in assisting the Mayor and the Olympic Park Legacy Company to make key decisions necessary to secure major events for the Olympic Park and its venues, demonstrating a balanced portfolio of social and economic benefits.
Different qualities and expertise
The three new strategic partners announced will now play a key role in this process, providing different qualities and expertise.
Branding and Event Solutions partner Icon has over 60 years’ industry experience defining, designing and delivering environmental branding and live event requirements.
Recognised as a trusted market leader in branding implementation, Icon helps organisations bring their own brands to life.
John Francis, the company’s managing director, explained: “The chance to become a strategic sponsor of London and Partners was an ideal fit with Icon’s plans to further develop our portfolio in event branding, production and overlay and to maximise the huge potential of the extensive networking opportunities it will offer. We’re delighted to be part of this growing organisation and the exciting prospects it offers.”
Strategic Partner for Research and Evaluation, SMG Insight – in partnership with YouGov – delivers cutting edge B2B and B2C research and consulting solutions for world-leading sports governing bodies, sponsors and sports investors in order to help meet their strategic and business objectives.
Founder and managing director of SMG Insight, Frank Saez, also commented on the partnership.
“We’re very excited to be have been selected by London and Partners as the exclusive Strategic Major Events Research and Evaluation partner. We believe this endorsement reflects our brand values as Best-in-Class provider of research, and we hope to bring our expertise to bear and contribute towards the important strategic evaluation of major events.”
Wide range of security challenges met
G4S, of course, is one of the world’s largest international security solutions groups, providing integrated solutions to security challenges from risk assessment to the delivery of comprehensive safety and security remits.
Ian Horseman-Sewell, director of major events at G4S, commented: “Having recently been appointed as Official Provider of Security Services to the London Olympic and Paralympic Games, we can draw on our experiences of delivering global programmes for safety and security solutions to the world’s largest and most complex events.”
He added: “London is at the heart of our strategy, and we look forward to further enhancing the Capital’s well-earned reputation as a world class events destination.”
- About London & Partners
London & Partners is the official promotional agency for London, attracting and delivering value to businesses, students and visitors.
London & Partners is a not-for-profit public private partnership, funded by the Mayor of London and a network of commercial partners.
Its remit is to drive leisure and business visitors as well as bidding to secure major events in London.
The organisation states: “We can unlock the city for overseas businesses who want to set up or expand in London, and we promote the Capital’s world class universities to international students.”
- About SMG Insight/YouGov
SMG Insight, in partnership with YouGov, is focused on providing high quality research and consultancy to support the sports and leisure industry, providing solutions to sponsors, rights holders, brands, agencies and investors in the field.
SMG Insight’s full-service research offering draws upon YouGov’s proprietary international panel of over three million consumers, allowing the concern to provide “high impact, robust and credible” market intelligence.
SMG Insight’s expertise is diverse and wide-ranging: tapping into YouGov’s expertise and tools makes its research and consulting services highly effective.
Through partnership, SMG Insight offers a combination of thought leadership, strategic insight and comprehensive high quality data analysis that enables clients to achieve a higher return on investment from sports sponsorship, investment and marketing.
SMG Insight, in partnership with YouGov, operates in the US, Europe, Scandinavia and the Middle East.
- About Icon
With over 60 years’ industry experience, Icon is one of the world’s longest established branding implementation agencies.
The organisation defines, designs and delivers environmental branding and live event requirements.
The brand is all about taking this proposition to the next level – being recognised as the trusted market leader and helping organisations bring their own brands to life.
- About G4S plc
G4S has built up a high profile reputation for the provision of security solutions across the world.
The company’s geographic footprint and first-hand experience of the key security issues facing businesses and individuals in a broad range of markets means that it’s uniquely placed to advise on identifying and managing risks.
- About Pitch
Pitch is the UK’s leading sports and sponsorship communications consultancy. It has extensive experience of London-based projects having represented a number of sporting organisations and venues in the Capital (including Chelsea FC, Lord’s and Wembley Stadium).
The agency has also promoted a range of major events in London such as the Wembley Cup, NBA Europe Live, the World Gymnastics Championships, Brazil versus Argentina at The Emirates Stadium, Wasps versus Leinster at Twickenham and the London Restaurant Festival.
- About Aggreko plc
Aggreko plc is a world leader in the supply of temporary power and temperature control solutions.
Aggreko provides 24/7 availability and service support with approximately 3,500 employees operating from over 133 locations.
In 2008, the company served customers in over 100 countries and listed revenues of approximately GB pound 950 million ( euro 1.2 billion).
Aggreko plc is listed on the London Stock Exchange (AGK.L) and headquartered in Scotland.