This is a story about how we put sponsorship at the heart of the rejuvenation of our brand.
It’s a case study in making a conscious choice to not follow the crowd into ‘big sport’ and in finding a partner who shares your values and mirrors your ambitions to create something meaningful and enduring.
Welcome to Aviva Studios, home to Factory International, one of the most ambitious and progressive destinations for the arts in the world. Opened in October 2023, it has welcomed over 700,000 people in its first year to see the likes of Yayoi Kusama, David Hockney and Jonny Marr. But don’t just take our word for it, TIME magazine named it as one of the top 100 places to visit in the world in 2024.
Our partnership is so much more than a name above the door – it’s a commitment to create long-term community, social and economic impact, and to enhance the experiences of the millions of people that will walk through its doors.
Just 12 months into a long-term partnership, we are seeing the transformational impact that Aviva Studios is having on our brand, our business and our colleagues. We’ve recently announced a new partnership with Amazon Music, with significant uplifts across our core brand metrics of ‘Meaning’, ‘Difference’ and ‘Consideration’.
This year, we’ve helped 21,000 people access affordable tickets, extended a free skills and training programme to help diversify the workforce in the arts and announced a partnership with Amazon Music, taking Aviva Studios into homes across the UK… and we’re only just getting started.
