BRANDING NEWS: B2B mobile brand wins HOYS sponsorship deal
A business to business mobile phone brand has been announced as an unusual sponsor of the forthcoming Horse of the Year show.
Essex based phone provider Mobile Phones 4 Business will sit alongside a line up of mostly equine brands to sponsor the Ladies Hunter Championship event at the show, to be held in October at Birmingham's NEC centre.
The show traditionally attracts support from a range of B2B and B2C brands associated with the industry such as Horse and Hound and British Equestrian Insurance. Non equestrian brands that sponsor the show tend to be well known B2C ones such as Monarch and BMW. However Mobile Phones 4 Business acquired the deal through family connections and is having a shot at raising its profile through the event.
Director of the company, Toby Baker, is confident that the deal will leverage the brand's reputation. "It will be a great opportunity to communicate, promote and continue our success within the industry," he says.
The show itself is expected to attract around 55,000 visitors, of which approximately 1500 are expected to attend as corporate hospitality guests. Branding opportunities for Mobile Phones 4 Business will include screen advertising in the main arena which will be visible to both the live audience and those watching Sky's twelve hour coverage of the show across its four day run.
Mark Wein, director of the show's organisers Grandstand Media, says, "Companies like Mobile Phones 4 Business are able to gain brand exposure and equity to drive new sales. There are tangible benefits to be had from sponsoring the show."
Mobile Phones 4 Business is owned by Mobile Phones Centre (MPC) which has been operating in the B2B communications field for twenty years. The Ladies Hunter Championship will be held on October 4, and the show itself will run from October 3-7.
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