Fuse nets brief to light up British Gas sport partnerships

British Gas has appointed global sport and entertainment marketing agency Fuse as its partnership consultancy following an eight month contract which has seen the business negotiate major deals with the Scottish Rugby Union and the Scottish FA as well as Team GB and ParalympicsGB.

As part of the new Team GB and ParalympicsGB deals, Fuse will be supporting British Gas in the delivery of the ‘Get Set for Positive Energy’ programme; a nationwide initiative that uses the power of sport to promote healthier lifestyles and educate young people on sustainability and the steps we can take to create a greener future.

The programme is aimed at reaching up to 1 million young people and families across the UK.

Fuse has also played a key role in securing high profile ambassador deals for British Gas with major Olympic and Paralympic talent including Tom Daley OBE, Ellie Simmonds OBE (pictured) and Katrina Johnson-Thompson, who will feature in their brand campaign across the next 12 months.

British Gas’ partnerships with the Scottish Rugby Union and Scottish FA also break new ground, with the decarbonisation of the Murrayfield estate, grassroots sustainability fund and the women’s teams’ first front of shirt partnership.

Community impact is also integral to the partnership with the launch of Scottish Gas Football Camps, free for children throughout Scotland and also the provision of Scottish Para-Football set to be expanded across amputee, deaf and autism categories through the first-ever title partnership of both men’s and women’s Scottish Cup football competitions.

Fuse will continue to support British Gas in the activation of its partnership portfolio to supercharge its brand marketing to drive trust and consideration in the UK market, with its remit extending from rights management to events and hospitality, PR and measurement.

Fuse’s roster of clients also include PepsiCo, Vodafone, Nissan, Enterprise, FedEx and Just Eat.

British Gas marketing director Andy Freeman said: “Fuse have been instrumental in the crafting and negotiation of these game changing sports partnerships.

“They’re a partner who have embedded themselves into our brand and our challenges and we’re confident in their expertise to help us drive forward our partnerships as we power forward on our mission to use the power of sport to drive positive change in communities and change energy for the better.”

Fuse managing partner Victoria Chew added: “The prospect of working with new clients is always exciting, but especially so with a brand like British Gas, re-entering the partnership world with big ambitions.

“We are proud of the work we have delivered so far and are delighted to now be able to bring to life the partnerships creatively. We look forward to working with British Gas to achieve its business goals internally and externally, by leveraging such an exciting portfolio of rights.”