While some corporates have embraced brand purpose, too many organisations still have a silo’d and inefficient approach to sponsorship and ESG, with environmental and social engagement viewed as a risk management activity, removed from brand marketing objectives.
Despite some bold moves coming from major rights-holders such as NFL and Formula 1, the sponsorship industry’s response to this trend has in general been to ‘bolt on’ CSR programmes to amplify and mitigate traditional sponsorship.
Redmandarin view ESG as a major opportunity for both sponsors and rights-holders. Our approach is smarter.
For brands, we understand their sustainability and ESG reporting and best practice, sustainability agenda or impact strategy, and how these connect to brand. Then we review existing partnerships from a supply chain perspective to mitigate risk from rights-holder ESG and determine their potential to deliver or support ESG. Finally. we develop programmes and campaigns which not only meet ESG criteria but deliver the benefits usually associated with sponsorship – building brand equity and relationships with key audiences, internal and external.
For clients looking specifically for partnerships to amplify their existing impact strategy, we access a wide range of global NGOs to understand their current policy priorities and planned initiatives to identify areas of alignment – and then explore suitable routes to amplify these.
We support rights-holders to understand how their ESG practice can support their brands and audience engagement – working with them to establish a sustainability journey and identify NGO partners and/or initiatives to deliver social and environmental impact relevant to their audiences – whilst reinforcing key brand attributes. For rights-holders, sponsorship and ESG should not, these days, be seen separately.