Arts and culture sponsorship may be subject to the same drivers and influences as other sectors, but what do commercial partnerships need to deliver in the age of ESG, sustainability and purpose?
With all partners under pressure to demonstrate an authentic commitment to change, what do rights holders and brands expect from each other, what do audiences want and where has the sector got it right and wrong so far?
From the cultural epicentre of Edinburgh – home of the world’s biggest arts festival – our panel of experts will confront all these questions and more in a special ESA webinar on 30 March.
Ross Easton
Head of Commercial, Scottish Event Campus / OVO Hydro
The OVO Hydro is Scotland’s home of live entertainment. The venue recently celebrated its 1,000th event performance since opening in 2013, and was recently named the number one live entertainment venue in Europe based on ticket sales, with over 1.2 million tickets sold in the last year.
The venue hosts world class music, comedy and sporting events, with recent highlights including the likes of Diana Ross, Michael Buble, Lewis Capaldi and Peter Kay. Venue Partners include OVO Energy, Virgin Money, Heineken, AG Barr, Vodafone and Capital Radio.
The OVO Hydro is part of the Scottish Event Campus (SEC), the host venue for COP26 – the biggest single event the UK has ever hosted, bringing together 120 world leaders and 40,000 delegates.
Ross joined SEC in 2013, ahead of the opening of The Hydro, and led the premium seating, hospitality and partnerships offering at the venue. He previously worked in football, managing partnerships for clubs in both the English and Scottish leagues.
Fiona Kennie
Global Marketing Director (Board), The Innis & Gunn Brewing Company
Innis & Gunn was born 20 years ago, from a spark of originality and a desire to disrupt the marketplace … and is now one of the leading craft beer companies in the UK. As an independent beer company born in Scotland that has grown to compete with the big boys of brewing, Innis & Gunn know the value of original thinking, craft and creativity. Never shying away from being different, they create beers and brands with genuine originality.
The brand has grown to become #1 craft lager in Scotland, with a premium portfolio of beers exported to 20 thirsty countries worldwide. Renowned for great campaigns and brands marketing, Innis & Gunn sponsor a series of grass roots platforms throughout the UK with a focus on creativity in the arts. Their flagship sponsorship of The Royal Edinburgh Military Tattoo began in 2022 and won the 2023 ESA Award for Arts & Culture (Charitable Organisations).
Fiona has over 20 years of experience in strategic marketing roles within the drinks industry, with a track record for building strong consumer brands. In her role as Global Marketing Director, Fiona leads all marketing activity for Innis & Gunn’s full portfolio of beers and Taproom bars. Under her leadership, Innis & Gunn has topped brand health charts across key metrics. Fiona joined Innis & Gunn in 2021 and was appointed to the Board in 2022.
Michelle McLeod
Sponsorship Manager, Baillie Gifford
Baillie Gifford is a leading investment management firm, headquartered in Edinburgh where the majority of their 1,800 staff are based. The firm has offices in Europe, North and South American and Asia and service clients from across the globe. The sponsorship team manage over 30 commercial sponsorship relationships in the UK, US, Europe and Asia, including 18 literary festivals and the UK’s preeminent non-fiction prize, the Baillie Gifford Prize for Non-Fiction. The firm also supports a further 16 local arts charities as part of its corporate philanthropy.
Michelle has over 20 years’ experience in marketing, and has managed sponsorship relationships on the brand side for over 15 years. She has experience across the private, public and charitable sectors, and has worked with some of the world’s most prestigious brands.
Alyson Orme
Corporate Partnerships Manager, Edinburgh International Festival
For three weeks every August, the Edinburgh International Festival presents a programme of the finest performers and ensembles from the worlds of dance, opera, music and theatre in an unparalleled celebration of the performing arts. In 2022 EIF issued over 150,000 tickets to local and international audiences and presented over 2,400 world-class artists of over 45 nationalities. As a charity, their impact extends beyond their August programme with year-round community engagement.
Alyson’s role involves building meaningful and valuable connections with people and organisations, and creating corporate partnerships that deliver on the shared commitment to bringing arts and culture to the people of Edinburgh and Scotland.
Prior to joining the International Festival in 2021, Alyson worked in fundraising and event management for cultural organisations across Edinburgh. She began her sponsorship career at the Edinburgh International Book Festival, and more recently she managed events for top-rated tourist attraction, The Royal Yacht Britannia.
The webinar recording is available exclusively to ESA members in our website video resources.
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