New LinkedIn Post by MM19 Oct 2023 16:17
Today, we have some BIG news for Myprotein and THG Ingenuity 🙌
After many months of discussions, I’m excited to announce that THG and Williams Racing have agreed a multi-level partnership.
It's really pleasing that 2 British businesses, with technology and innovation at their core, have come together in this way. The plan is simple - support each other in delivering our global ambitions.
The key summary of the deal is:
# Williams Racing will provide THG with prominent sponsorship rights over a full range of the Williams Racing team assets
# The Myprotein brand will feature throughout the Williams Racing team, including the F1 cars, drivers, pit crew, and drinks bottles etc
# THG Ingenuity will provide Williams Racing with a broad range of services, including Technology, Ecommerce and Sustainability, while Myprotein will assist with Nutrition
# The deal starts immediately, ahead of this weekend’s Formula 1 race in Texas, US.
So why is this a great opportunity for THG?
First, and most importantly, the partnership should more than pay for itself. Here's why:
Myprotein:
1. Formula 1 has the biggest global audience of any sport, made ever more popular with younger fans by the recent success of the Netflix series, "Drive to Survive". It's a natural fit for the world’s No1 sport nutrition brand to partner with the world’s biggest sport.
2. The cost to Myprotein is a very small part of Myprotein’s annual marketing spend. And yet, we expect to deliver global awareness that is impossible to match through other channels, as well as incremental sales the exposure delivers.
3. The recent Myprotein rebrand will now be launched into full view, accelerating brand awareness in households across the world
THG Ingenuity:
4. As well as providing services to Williams Racing, THG Ingenuity branding will also feature across the racing team assets. But more importantly, Ingenuity now has C-suite access to most of the world’s major tech spending clients (Enterprise clients). This explains why all the big US tech players, and increasingly European too, are both very visible and deeply invested across Formula 1
It’s now over to the THG Ingenuity team to use this access to further build out the client pipeline…..
And so, just like that, my family and I are newly recruited Formula 1 fans. My weekends are typically kept busy standing in the rain watching kids football, with some TV premiership football squeezed in too.
I've not watched much Formula 1 in my life but, as a Man U fan, I think we can safely swap out the premiership football for the foreseeable, and start to fit in some Formula 1 instead……
PS, watch out for the Myprotein monster truck at the race this weekend (see comments) 😁
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