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SPONSORSHIP NEWS: Deloitte announces partnership with the Royal Opera House

 The creative being used to advertise
September's 'Deloitte Ignite' festival
 Deloitte has signed a £1.75 million five-year sponsorship deal with the Royal Opera House (ROH).

Deloitte will use the deal to leverage its commitment to widening access to the arts. It is hoped the deal will attract more young professionals to the ROH, a target audience it currently feels is "under-represented". Already, work is underway to promote an annual three-day festival aimed at young professionals, called Deloitte Ignite.

The festival, to be held in September, will be promoted over the coming months via social networking sites including Facebook and My Space, a London Underground and London outdoor poster campaign, city intranets and through newspaper advertising. The ROH may also take a media partner on board to help market the event, although details are yet to be finalised.

"The ROH partnership particularly appealed because it brings together our appetite for innovation and focus on young people with a commitment to widening access to the arts. This five-year relationship will allow the ROH to stage a range of new and innovative performances and reach a more diverse audience. It will also give Deloitte's clients, staff and partners some unique entertainment opportunities and experiences at what is undoubtedly one of the UK's leading arts and culture venues," says John Connolly, Deloitte senior partner and chief executive.

Adds Tony Hall, chief executive of the ROH, "I'm thrilled that Deloitte has made this significant investment into the arts at the ROH. They have come on board as one of our major sponsors for an exciting new initiative. Deloitte Ignite is all about bringing a new audience into the Opera House - young professionals who are currently under-represented here - and offering something contemporary and different to inspire them to become excited about opera and ballet." 

The Deloitte Ignite festival will run from September 12 to 14, alongside the launch of the ROH's 2008/9 season.

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