Boat Races Sponsor Appoints M&C Saatchi S&e

M&C Saatchi Sport and Entertainment has been appointed by BNY Mellon and Newton Investment Management as the creative strategic agency for the campaign around the sponsorship of the Oxford and Cambridge University Boat Races. 

The campaign involves a new initiative for the sporting event; donating the title sponsorship of The Boat Races to Cancer Research UK. For the next two years, the event will be known as The Cancer Research UK Boat Races.

The sport and entertainment agency has been chosen to help maximise BNY Mellon’s and Newton Investment Management’s sponsorship of The Boat Races, which is in the fourth year sponsoring the event. It will see both companies focusing on fundraising efforts to support Cancer Research UK through an activation programme ‘pull together’.

Anne-Marie McConnon, head of marketing, BNY Mellon Investment Management EMEA, said: “Our partnership with M&C Saatchi Sport and Entertainment is an exciting move forward in our partnership with The Boat Races and we are so proud to be working with Cancer Research UK, whose work touches the lives of so many.  In 2015, BNY Mellon’s investment boutique, Newton Investment Management, was the driver behind bringing The Women’s Boat Race to the Tideway as the men’s race and this year we hope to make headlines again by raising awareness for Cancer Research UK, with the help of M&C Saatchi Sport and Entertainment.”

Alex Legge, head of marketing, Newton Investment Management added: “Corporations such as Newton Investment Management and BNY Mellon have an important role to play in society to influence meaningful change. We are delighted that we can use this important sponsorship in a world-first to rally businesses, employees and communities to pull together and raise much-needed monies and awareness for such an important cause.”

Jamie Wynne-Morgan, managing director, M&C Saatchi Sport and Entertainment, commented: “We’re delighted to be working with BNY Mellon and Newton Investment Management to develop this world first sponsorship partnership. Our campaign for this truly historic sporting event really reflects our agency approach of not over complicating a simple, creative idea. We’re looking forward to taking the Boat Races to the next level in 2016.”

M&C Saatchi Sport and Entertainment’s work with BNY Mellon has commenced and will continue on a retained basis.