Building the profile of a world-class charity, Leeds Cares, through a unique partnership

As a new charity brand, Leeds Cares are always looking for opportunities to improve brand awareness. It is key that the charity raise their profile across Leeds, Yorkshire and beyond. Their aim is to increase engagement and income generation, enabling them to make an even bigger impact on the health and wellbeing of our communities.

With our experience in sports marketing and sponsorship we identified the 2019 UCI Road World Championships as a potential opportunity for the brand. We therefore worked closely with them to secure this partnership for maximum benefit for the charity.

Bringing together two world-class brands

Working alongside The Sports Consultancy (a UCI partner), Banana Kick and Leeds Cares developed a ground-breaking package. This has seen Leeds Cares become the Official Fundraising Partner for the event. As a result this is first time the event has had an official fundraising partner.

Delivering health and wellbeing targets

The partnership offers more than just fundraising and profile opportunities. It also enables Leeds Cares to work with the communities and try and deliver a health and wellbeing legacy for the region. Working closely with the UCI, the championships will showcase the world-class hospitals of Yorkshire and the charity that supports them.

A long road

Leeds Cares utilised our previous experience in negotiating partnership opportunities and worked closely with us to finalise the deal. The final result gave Leeds Cares exclusive rights as a fundraising partner, exclusive Sportive places for fundraising opportunities and access to numerous media and promotional activities.

We also suggested that a brand ambassador for the partnership would be key to gaining maximum engagement and recommended local cyclist Lizzie Deignan. Again we worked closely with Leeds Cares in securing Lizzie, the 2015 world champion and proud Yorkshire-woman, as a Leeds Cares ambassador.

We launched the partnership on the 6th December at an exclusive Leeds City centre venue. Speaking to key stakeholders, business leaders and press contacts to build awareness about the partnership.

With only a few months to go, we are heavily involved in the activation of all elements of the partnership.

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