Kompany kicks-off innovative social sponsorship

We had a great day this week in the office of our client ING, organising the announcement of an innovative 4 way partnership between ING, Vincent Kompany, BX Brussels FC and SOS Children’s Villages.  The Belgian Red Devils Captain took time out of his busy World Cup preparations to talk about BX Brussels Football Club, a social sportive initiative that he set-up last year to offer underprivileged children in his home town the chance to develop themselves through football at an affordable, inclusive price.  Kompany is also an ambassador for the charity SOS Children’s Village.  So what’s so unique about this partnership?  ING, the club’s new sponsor, has foregone the right to appear on the shirt and instead donated this valuable return to SOS Children’s Village as part of their CSR programme under the theme “Chances for the Children.”

Of course it’s not the first time a shirt sponsor has offered up its rights to a charity.  Barcelona FC started the trend with their Unicef partnership.  Last season Liverpool sponsor Standard Chartered offered their shirt space at one Premier League game to the charity Seeing is Believing, whilst Aegon, shirt sponsor of Ajax, handed their visibility to Fonds Gehandicaptensport during away matches.  ING has now taken this a step further by donating their space to SOS Children’s Village for the entire duration of the 3 year partnership.

Social Sponsorship continues to take a bigger bite out of the sponsorship pie and the trend is accelerating.  According to Chicago based IEG, social (or cause related) sponsorship spend has doubled in the last 10 years and now represents 10% of global sponsorship spend.  An industry survey by the European Sponsorship Association found social sponsorship to be the area where brands expect the most growth.

Click here for the full press release and photos of the conference.

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