Sponsorship Strategy — The Space Between

The Brief

Review and reappraise Principality Building Society’s WRU (Wales Rugby Union) partnership to drive stronger business, brand and member value. Specifically highlighting Principality’s unique ownership structure as a mutual building society that is owned together by its over 500,000 members.

Campaign Execution

The Space Between has worked with PBS to develop a framework for the sponsorship strategy that aligns with the broader corporate and brand identity. The activation strategy is now underpinned by PBS’s core purpose – helping it’s members, and the communities in which they live, to prosper. This has involved creating impactful ways for the brand to embrace the rugby community, and has been brought to life through branded content, TV advertising and more.

Results

PBS’ partnership with the WRU has been reinvigorated and is being used more effectively as a core asset to highlight the brands unique values throughout their marketing and CSR campaigns.