What can we learn from the Aviva Studios sponsorship in Manchester, and does this herald a new golden age of arts sponsorships?
Our free, online ESA Masterclass on 26 September provides an opportunity to hear from the founder and CEO of WEEM Group, Elliot Willis.
Elliot secured the record-breaking partnership on behalf of Factory International and MCC, now known as Aviva Studios – described as a landmark new cultural space for Manchester and the world.
In conversation with the arts partnership consultant Martin Prendergast, Elliot will explore how this extraordinary sponsorship came about and what it means for the arts and for brands, sharing learnings with other arts organisations.
This webinar includes a Q&A.
Arts Partnerships & Public Affairs Consultant, Martin Prendergast Communications
I am an arts partnerships and public affairs consultant, working with some of the most exciting and prestigious arts organisations in the UK, including RADA, The BRIT School, Lightroom and Artichoke. Formerly the Director of Communications at the National Theatre, and at Guardian News and Media before that, I set up my consultancy, Martin Prendergast Communications (MPC), five years ago. I have worked with some of the world’s most famous brands, including American Express, Aviva, Coutts, Sotheby’s, and The Guardian (among many others) to create award-winning and valuable brand partnerships. I am a newly elected Board member of the European Sponsorship Association (ESA) where I am interested in understanding how the value and profile of arts sponsorships can be elevated so that it is closer to that of the sports sector. I am a trustee of Theatre Peckham and HOME in Manchester, and a proud Speaker for Schools.
Founder & CEO, WEEM Group
As the Founder & CEO of WEEM Group, a full service advertising and business services consultancy, I leverage my 24+ years of experience and expertise in commercial media to help brands and businesses achieve their goals and grow their presence across all media sectors.
Over the last three years, I spearheaded a campaign alongside Factory International and Manchester City Council, aiming to secure a naming rights partner for a forthcoming arts and culture venue in central Manchester. Set to open in October 2023, this initiative unfolded against the backdrop of one of the most challenging periods in advertising history.
Aviva Studios exemplifies the essence of a genuine partnership. It commits not only to a significant historical naming rights agreement but also to collaborative efforts with Factory International to drive community and sustainability initiatives. These joint endeavours are aimed at achieving the utmost success for both the local community and the project itself.
The webinar recording is available to all in our website event resources.
Sign-up to our mailing list to be the first to hear about future ESA events and other updates.