Claire Ritchie
Executive Vice President International
What’s your name and position within the organisation?
I’m Claire Ritchie, Executive Vice President International at rEvolution, and formerly CEO of Sine Qua Non up to our acquisition by rEvolution in January 2023.
How has rEvolution evolved as an agency in recent years, especially in its approach to sponsorship and partnerships?
rEvolution has expanded significantly in recent years through a combination of strategic acquisition and organic client growth.
The acquisition of UK-based agency Sine Qua Non has strengthened rEvolution’s global footprint and immediately bolstered the agency’s expertise and credentials in tech and sponsorship. From our two UK offices, in the heart of London and in the thriving Thames Valley tech cluster, rEvolution is on an exciting growth curve with a team of incredibly talented people supporting some of the world’s most prestigious brands, right holders and sports bodies.
What would you say makes rEvolution’s sponsorship strategy unique?
In the past six months, we have sought to broaden our integrated client services model with an impressive number of clients who trust in rEvolution to help connect them with their fans and target audiences.
Our focus on integrated client services allows us to offer a genuinely holistic 360-degree view of sponsorship across three primary service pillars: strategy, activation and measurement. We deliver best-in-class ideas, execution and, crucially, evaluation.
What new initiatives or technological advancements have enabled you to deliver meaningful connection between sponsors and audiences?
Technology continues to inform the latest trends, just as it has done for decades; understanding how to match traditional methods with emerging tools is vital to extracting maximum value from sponsorships.
Connecting brands with fans requires a detailed understanding of the myriad platforms and tools available. Tech can be used to broaden fan reach, and to enhance accessibility. We can help brands unlock opportunities to tell their stories through clever use of technology but not at the expense of traditional activation.
Meaningful connections must also be measured, which is why we place such a premium on analytics and measurement.
What current trends within sponsorship are affecting how you work and how you deliver on strategy?
The rise and rise of purpose-led storytelling and societal initiatives are opening opportunities for brands to transform sponsorships into a tangible force for good. As we connect brands with their fans, we are increasingly able to do so while leaving a positive legacy behind.
The recent ESA study reinforces that sponsorship is actually far more than just an opportunity to drive positive change, it’s actually increasingly an expectation. This is where agencies who know how to build purpose initiatives legitimately into activation campaigns, rather than treating them as a box-ticking bolt-on, can make a huge impact on brands.
How has sponsorship changed for rEvolution over the past few years, and what predictions can you make about how it’s going to change in the next five years?
Sponsorship has moved beyond a standalone offering and is firmly embedded into our integrated client services model. We are able to give sponsorship activation the full breadth of our expertise from traditional PR right through to digital campaigns; we facilitated the partnership between the MoneyGram Haas F1 Team and Chipotle, for whom we are the gaming and esports agency of record.
As we look to the future, accountability for societal issues will become more important in sponsorship, along with moral decisions that are made in any partnership.
Is there anything else you would like to add?
As rEvolution continues to grow in the UK and Europe, we aim to connect even more brands with fans. We’d love to hear how we can help your brand to create authentic campaigns and experiences that go the extra mile. Drop us a line – we’d love to introduce you to rEvolution.
