British Gas has appointed global sport and entertainment marketing agency Fuse as its agency for partnership consultancy and activation.
Fuse will continue to support British Gas with their partnership activities in the UK, working on areas such as events, PR, and measurement to bolster recognition of the Centrica-owned energy provider‘s brand.
The appointment follows in the wake of Fuse working closely with British Gas for the last 8 months to secure its return to the sports partnership industry, negotiating major deals with the Scottish Rugby Union, the Scottish Football Association as well as Team GB and ParalympicsGB.
As part of the new Team GB and ParalympicsGB deals, Fuse will also be supporting British Gas in the delivery of the ‘Get Set for Positive Energy’ programme.
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The nationwide initiative, which is expected to reach up to 1 million young people and families across the UK – will use the power of sports to promote healthy lifestyles and educate young people on sustainability.
Other community initiatives include free Scottish Gas Football Camps for children throughout Scotland and the expansion of Scottish Para-Football.
“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,” said Fuse managing partner, Victoria Chew.
“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.”
British Gas marketing director, Andy Freeman, added: “Fuse has 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.”
The new announcement comes after the British energy providers unveiled a cross-platform campaign earlier this year, highlighting how the 7,500 UK-wide British Gas engineers can help customers save money.
