PSG News & Views
Professional Sports Group and Mediacom Sport broker deal to see Nuffield Health sponsor The BNY Mellon Boat Races
Nuffield Health, a client of MediaCom Sport, was confirmed this week as the Official Health & Wellbeing Partner of The 2015 BNY Mellon Boat Races in a partnership agreed by the sport agency and The Boat Race’s official management agency, Professional Sports Group.
Professional Sports Group and MediaCom Sport were able to align Nuffield Health as a new partner for this year’s historic event, which pitches Oxford against Cambridge on the iconic stretch of London’s River Thames between Mortlake and Putney.
Nuffield Health are a unique not for profit organisation dedicated to the health and wellbeing of people in the UK and the new partnership with The Boat Races gives an opportunity to inspire people across the country to take part in sporting activities like rowing, whether out on the water or just using fitness equipment. The fact that the 2015 event will also be the first time in the race’s 186 year history that the Men’s teams are joined on the Tideway by The Newton Women’s Boat Race, aligns with Nuffield Health’s overall aims to encourage healthy living by all.
Nick Byrom, Head of UK Office at Professional Sports Group, added: “We are thrilled that Nuffield Health have become a partner of The BNY Mellon Boat Races. With almost 8 million BBC viewers and over 250,000 spectators, The Boat Race remains one of the UK’s most popular sporting events. We look forward to building a successful partnership with Nuffield Health in one of the most important years in Boat Race history."
Ian Smyth, Group Chief Brand Officer at Nuffield Health, said: “The Oxford and Cambridge Boat Race is a sporting institution watched by millions, and we are delighted to be on board, especially in the year that sees the Women given joint billing.
“MediaCom Sport and Professional Sports Group have worked closely with us over the past few weeks to understand our business and our goals and have delivered a partnership we are extremely proud of. We are looking forward to the event next month and seeing how that can inspire people to get active and live well.”
John Scurfield, Head of Sport Innovation at MediaCom Sport commented: “We are delighted to have secured such an exciting partnership with The Boat Race on behalf of our client Nuffield Health. Rowing is a great strategic fit for Nuffield Health and I believe this is the start of a fantastic partnership which we look forward to working with them on to activate moving forward.”
The announcement comes in line with the anticipated crew announcement and weigh-in between the teams which took place on Thursday 19th March.