Royal London Appoints Fuse Sport + Entertainment For Cricket Activation

Fuse Sport + Entertainment, part of the Omnicom Media Group, has been appointed by Royal London, the UK’s largest mutual life and pensions company, to handle the activation of Royal London’s one-day cricket sponsorship. The agency, which last month won the Sponsorship Agency of the Year title at the The UK Sponsorship Awards, has been working with Royal London to plan the official launch of the ECB sponsorship next week. Fuse Sport + Entertainment will support Royal London in leveraging the sponsorship, including running in-ground activation, handling guest hospitality programmes and managing all branded assets.

The four year agreement with the ECB starting this season, is Royal London’s first ever sponsorship of this type. The deal sees Royal London become the headline sponsor of one-day cricket at international, county and recreational levels. Royal London this week made the first move in its aim to become a household name, by launching the brand’s first TV campaign in over a decade. Its new advertising campaign, ‘We’re so yesterday’, celebrates the fact that Royal London has stood by its customers with the values the company was originally founded on back in 1861.

Commenting on the appointment, Kat Thomas from Fuse Sport + Entertainment said, “We are delighted to be working with Royal London at such an exciting and pivotal time for the brand. Royal London’s sponsorship of one-day cricket at all levels, from One-Day Internationals to grassroots is part of a long term strategy and we are excited to be involved in bringing a new name to cricket.”

Clare Salmon, Group Brand Director, Royal London commented: “As a very British company, the quirky, fundamentally British game of cricket is a fantastic fit for Royal London. Fuse Sport + Entertainment impressed us with their creative thinking, can do attitude and full-service offering. We look forward to working together over the coming months to bring our unique new brand, and our values to life, through our love of this unique sport.”