Mongoose In Boat Race Win
Mongoose Sports and Entertainment has won a competitive tender to become the exclusive retained commercial agency of The Boat Race.
The three-year appointment will see Mongoose work to drive the event’s commercial success.
In particular, the London-based agency will be tasked with helping The Boat Race and its stakeholders to secure new sponsors to support year-round activation of the event and maximise the race day experience for spectators across all platforms.
The historic annual rowing race, which features teams from Oxford and Cambridge, is the second largest spectator event in British sport, attracting over 250,000 spectators to the banks of the River Thames in London.
As part of its role, Mongoose will be tasked with the launch marketing of ‘Future Blues,’ a new CSR platform being pitched as a partnership opportunity for businesses.
The project is a collaboration between The Boat Race and Fulham Reach Boat Club, which is working with 52 London state schools that border the 4.25-mile course. The aim is to create opportunities for thousands of local students to get into rowing.
Commenting on the appointment, David Searle, executive director at The Boat Race, said: “We were very impressed by the strategic approach that Mongoose take towards sponsorship sales. Mongoose have a strong track record of success in this area; Chris and the team have a good understanding of our unique property and its values and are well placed to take our event to potential partners. We look forward to working with them as we continue to grow The Boat Race.”
Chris O’Donoghue, CEO at Mongoose, added: “We are extremely excited to be appointed on an exclusive basis to work with The Boat Race and are very much looking forward to taking such an iconic global event to the next phase in its rapid growth.
“We have had the opportunity to work with The Boat Race in a number of capacities over the years, putting us in great stead to support the event and the further development of the opportunities that it presents.
“Our task is to help The Boat Race commercialise its assets by offering brands a historic, yet technology-enabled platform for growth and we are proud to help The Boat Race and the Universities take the event to the next level.”
Mongoose is a full-service sport and entertainment communications agency that works with brands, rights holders, charities and governing bodies with an integrated agency approach. The company is part of The Mission Marketing Group plc, which brings together a range of integrated and specialist marketing agencies.
