The 2016 Coast to Coast will be supported by a new naming rights sponsor as Speight’s passes the baton along after a 32 year union.
Organisers of the iconic event are upbeat about involving new brands, saying it has been a ‘fantastic relationship that has served both the event and the Speight’s brand incredibly well for many years,’ but the time was right for both parties to explore new opportunities.’
Event Director Richard Ussher said he had been in discussion with Lion for some time regarding the level of their future involvement in the event, so the final decision not renew their naming rights sponsorship did not come as a complete surprise.
“Speight’s involvement has had significant impact and provided great results for both the event and Lion, but we now have some exciting new associations to consider as we look to work with a new naming rights sponsor.”
Ben Wheeler from Lion comments, “We really respect the event organisers and how they are giving Coast to Coast a new lease of life. This is not as cut and dry as a goodbye rather a new approach to adapt to those changes.”
Ussher said Lion was still keen for its Speight’s brand to stay involved in the event and that organisers were working through options that would work for Lion and also a new naming rights sponsor.
His management team were also working hard on looking at ways to invest and build on the Coast to Coast brand, as the event looks to appeal to a wider range of demographics.
“The Coast to Coast has such a strong heritage and we are really excited to build on that and use this opportunity to give the event a new look and feel for a new generation of competitors.”
He says the new schools section is a good example of a broadening the events reach as it’s focused on reaching new markets.
Event owners Trojan Holdings are extremely motivated to see the event thrive well into the future and have already invested heavily into new initiatives around the event, with the focus to deliver an event each year which remains relevant and continues to provide competitors with a truly amazing experience.”
Under new management the this year’s Coast to Coast saw increases in numbers, engagement of competitors and supporters, while Media coverage also increased leaving its management team happy but already planning how to improve again for February next year. They expect to announce sponsorship plans in the coming months.
Entries open for the 2016 Coast to Coast on 1 June.
AUTHOR
James Mulcahy
Marketing & Sponsorship - Torpedo7
