Psg Secures Boat Race Brief

Professional Sports Group has announced a three-year partnership with The Boat Race Company Ltd (BRCL), the organisers of the Oxford and Cambridge Boat Race, which will see the UK and Middle East based sports marketing agency handle sponsorship, marketing, PR and community event management for the event.

Following a highly competitive tender process, the team at Professional Sports Group, in conjunction with its long term client Sir Matthew Pinsent, was selected by the board of BRCL to deliver a new strategy for the event from 2012 to 2014, including the sourcing of a new title sponsor from 2013.

The strategy will build on the success of the 2011 Race, won by Oxford and watched by more than 7 million viewers on the BBC.

Jamie Cunningham, CEO Professional Sports Group, said: ‘We are delighted to have been chosen by one of Britain’s leading sporting and cultural events as their business partner’.

‘The Boat Race has a landmark position in the annual sporting calendar and the British psyche. We are confident that we can create an even stronger commercial platform for both sponsors and licensees, whilst improving the spectator experience for students, Londoners and visitors alike’.

The relationship will draw on the experience from the agency’s four key divisions: communications, events, representation and sponsorship.

The PSG team will be overseen by Cunningham, supported by Michela Chiappa on sponsorship and Jed Moore on communications and will include Sir Matthew Pinsent, who rowed in three boat races between 1990 and 1993, as a consultant.

Cunningham continued: ‘The 2012 Xchanging Boat Race will mark the start of the greatest ever Summer of Sport in London and, as such, will provide both existing and new partners with a unique opportunity to engage a London, British and International audience’.

The annual race between the boat clubs of the two most prestigious universities in the country was first held in 1829.

David Searle, CEO of The Boat Race Company Ltd added: ‘The team at Professional Sports Group put together a well thought out and professional strategy. It is important for us to maintain the core tradition of the Boat Race, whilst modernising both the sponsorship and communication elements’.

‘We are confident that we have the right partner, particularly given their business relationship with Sir Matthew Pinsent. We are very much looking forward to working with PSG’.

Next year’s Xchanging Boat Race takes place on Saturday 7th April 2012 at 2.15pm.