In March 2020 British Canoeing faced the prospect of cancelling a BBC televised Slalom European Championships & the loss of all the event partners. With a significant reduction of members also forecast, there were many financial challenges to overcome.
As lockdown measures eased with a return to paddlesport activity in May, British Canoeing had a focused & targeted commercial strategy to retain existing partners & attract new investment. This strategy was supported by the ‘Go Paddling this Summer’ campaign which focused on the spike in interest on paddlesport by national media, social media, digital promotion & promoting key messages through strategic partners.
Over the next six months, British Canoeing saw its full membership rise from 38k to 62k. This helped British Canoeing rise to one of the UK’s top five governing bodies in terms of membership size, & in turn making its commercial propositions far more attractive.
Since May 2020, British Canoeing has successfully contracted partnerships with the following brands:
– Jaffa: ‘Official Fruit Partner’ 18 month partnership
– Igloo Energy: ‘Official Energy Partner’ 12 month partnership
– Red Bull, Jaffa, Peak UK, EcoWorks Marine & Aquapac: ‘Official Partners’ for 2021 Freestyle World Championships
– Energy Generator Group and Leach: ‘Official Partners’ for 2021 Freestyle World Championships & 2023 Slalom World Championships
British Canoeing continues to develop commercial partnerships & is currently at contract stage with a multi-national outdoor retail brand & a new team wear apparel provider.
Despite 2020 being a challenging year, British Canoeing has successfully grown & increased commercial activity.