The challenge  

Army Sport represents sport played across the British Army, hundreds of teams and thousands of athletes from grassroots to elite level, creating a significant but complex sponsorship opportunity.  

They asked our partnerships experts to help them unlock that potential to attract new sponsors and increase commercial income. 

Our approach 

We redesigned the Army Sport sponsorship model, creating a compliant commercial structure that made partnerships easier to manage and ensured income reached the right sports. 

We built a stronger sponsorship proposition around flagship properties like Cricket, Rugby Union and Winter Sports, using it to grow existing relationships and attract new defence and non-defence partners.  

Results  

Vodafone has since signed as Principal Sponsor of Army Rugby Union, while Army Winter Sports has attracted growing commercial support. 

And a surge of interest for the new British Army Drone Sports shows where the opportunity is heading, creating natural platforms for emerging AI, autonomy and defence technology businesses to engage.