Partnerships in business: O2 and Nordoff Robbins
Today marks a very special day in the music calendar, as we come together to recognise and celebrate some of the biggest names in music at the annual Nordoff Robbins O2 Silver Clef Awards, and raise vital funds for life-changing work. We’re in our 13th year of headline sponsorship of the awards, and we couldn’t be prouder to be involved in such a humbling event.
Partnerships such as these have so many benefits, from increasing brand awareness and creating positive brand association to widening your audience demographics and creating better customer experiences. We’ll be talking through some of the steps required to create a successful partnership in this article.
O2 and Nordoff Robbins
Nordoff Robbins is the UK’s leading music therapy charity, and their valuable work helps change the lives of so many vulnerable and isolated people across the UK.
We are thrilled to have recently confirmed a further three-year charity partnership deal, ensuring we continue to play an instrumental role in the charity’s fundraising efforts. The O2 Silver Clef Awards has so far raised over £10.5 million for Nordoff Robbins, £6.5 million since O2 became headline sponsor in 2005. The funds raised from the event last year alone helped Nordoff Robbins deliver over 29,000 music therapy sessions to almost 8,000 vulnerable people in the UK.
To date, the sum of O2’s support equates to paying for over 200 individuals to receive a year’s worth of dedicated one-to-one music therapy. And last year, we donated instruments to the charity’s music therapy centre in Newcastle, the first-of-its-kind outside of London.
Gareth Griffiths, Head of Sponsorship at O2, said:
Nordoff Robbins are a charity very close to our heart, and we’re proud to continue our longstanding partnership, supporting the fantastic work they do with music therapy. At O2 we recognise the power music can have on people’s lives, which is why the O2 Silver Clef Awards not only celebrates the biggest names in music, but also helps raise important funds to change the lives of vulnerable and isolated people across the UK.”
Julie Whelan, CEO of Nordoff Robbins, said:
“We are thrilled that O2 have chosen to support us for the next three years. The O2 Silver Clef Awards are a magic moment in our calendar at Nordoff Robbins, where an array of people from the music industry come together to support us. We wouldn’t be where we are with this event without O2 – their contribution, passion and belief in our work has been invaluable to us, and we look forward to what the next three years brings in our partnership.”
Benefits of business partnerships:
As showcased above, partnerships and sponsorship opporunities can be extremely beneficial for both parties, for example through:
• Raising awareness, reach and positioning for your brand and it’s purpose
• Creating positive brand association and PR opportunities
• Providing attractive customer content / perks / corporate hospitality experiences
• Creating internal engagement amongst colleagues
• Sharing expertise and people power
• Having a big brand or celebrity support for a charity can boost awareness about its work and help drive fundraising.
So if you’re considering sponsoring or partnering with another organisation or cause, here are a few tips that might help:
Sharing an affinity with your intended partner. You must feel that there is synergy between the overall objectives and purpose of your organisations. At O2, music is in our DNA. For example, through Priority Tickets we give our customers unforgettable live music experiences, and understand the impact music can have on people’s lives.
Set out how you and your partner can benefit each other. For example, we’ve shared our expertise in technology and marketing to help boost awareness and raise funds. While we’ve been able to award our very own O2 Silver Clef Fan of the Year award, giving something back to our customers.
Remember that sponsorship is about more than just viewing figures or reach. If you are looking for a long-term partnership, you need to recognise that your partner’s fortunes may fall as well as rise, and they will need all the more support when they do.
To find out more about Nordoff Robbins and the fantastic work that they do click here. To read more about today’s awards please click here. And finally, do donate to this important cause, please click here.
At O2 we’re always here to help support your business growth journey. For more information or guidance, just get in touch.