A new service has been launched to help companies communicate their sponsorship programmes to a wider range of stakeholders.

Total Sponsorship, created by Burson-Marsteller UK, is described as an “integrated communications product for sponsors”. It aims to help clients take a more systematic approach to communicating their sponsorship, in order to maximise value.

“We believe sponsorships have more impact when integrated into wider business communications – getting the total return on investment by targeting all relevant stakeholders, beyond just fans or consumers,” said Matt Carter, CEO of Burson-Marsteller UK.

By bringing partnerships into the wider communications mix, Total Sponsorship promises to help companies “excite employees, access B2B customers, engage political stakeholders and demonstrate the broader values of their business”.

The Total Sponsorship team is to be led by Burson-Marsteller’s Adam Lewis, a communications practitioner who has overseen sponsorship campaigns for brands including Coca Cola, Shell and Sony-Ericsson.

“We have seen strong demand for communications services from sponsors,” he said. “And as we enter this golden decade of sport in the UK we expect this trend to continue.”

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