CONTENTS OF THE PROPOSAL

Objective. 5
The Boat Race: History, Heritage, Tradition. 5
Significance of The Boat Race................................................................................. 5
Date of The Boat Race.. 5
Media Coverage. 6
Making History Today with Burberry.. 6
Period of Sponsorship Contract.... 6
Burberry & The Boat Race: Great British Synergies... 6
Target Audience... 7
The Burberry Boat Race: Benefits of Major Sponsorship... 8
Tangible Benefits... 8
Intangible Benefits. 8
Media Branding Opportunities, Promotional Methods, & Schedule... 9
Event Branding Opportunities, Promotional Methods, & Schedule..... 10
Corporate Hospitality Opportunities.... 12
Package One (Luxury).... 12
Package Two (Classic).... 12
Cost of Sponsorship.. 13
Competing Events.. 14
Resources..... 15

THE BURBERRY BOAT RACE

OBJECTIVE
To establish British luxury fashion house Burberry Group as the new major sponsor of The Boat
Race between Oxford and Cambridge Universities.

__________________________________________________________________________________________
THE BOAT RACE: HISTORY, HERITAGE, TRADITION
The year was 1829, when two school colleagues from the University of Oxford and the
University of Cambridge sparked the rivalry between the respective schools. The friends challenged
each other to a boat race at Henley on Thames during the Easter holidays. This has developed into
an annual event beginning in 1856 on the River Thames in southwest London. Thus, The Boat Race
was born. The course runs four miles between Putney and Mortlake and is known as the
Championship Course. Surrounding the history of the boating rivalry between the members of the
two rowing teams, are the colours associated with each University traditionally known as the
blues.
CAMBRIDGE ARE THE LIGHT BLUES
OXFORD ARE THE DARK BLUES
The race has provided excitement throughout the years with close outcomes and winning
records. Currently, Cambridge lead the way with 81 wins over Oxford with 77 wins. The thrill has
not been limited to the race itself only, but has included controversies, mutinies, sinkings, and a
particular swimmer adding to the colourful and rich heritage of The Boat Race.
Significance of The Boat Race
One of the oldest sporting events in the World
A blue ribbon fixture on the English sporting calendar
Globally renowned for its gruelling nature, historic rivalry, and amateur status
Date of The Boat Race
Sunday April 12, 2015



Media Coverage
BBC1, BBC Sport website, and mobile site
BBC Radio 5 live
Live text commentary online (via social media)
News highlights all over the world
__________________________________________________________________________________________
MAKING HISTORY TODAY WITH BURBERRY
2015 marks a new chapter in The Boat Race history, the joining of the Mens and Womens
races on the same day. It also marks the beginning of The Boat Race progressing in utilising
increased social media before, during, and after the race to connect with the younger consumers.
Burberry, a pioneer in the luxury industry and innovator with digital marketing, targets the younger
consumer. The students of Oxford and Cambridge are the future leaders and innovators of the
upcoming generations. We want Burberry to join us in leading the way for this historic new phase
of The Burberry Boat Race.
The sponsorship contract would commence May 2014 and continue through April 2017.
__________________________________________________________________________________________
BURBERRY & THE BOAT RACE: GREAT BRITISH SYNERGIES
Like The Boat Race, Burberry is steeped in heritage and tradition as being an essentially
British brand. Utilising the past as the foundation, both brands are looking to the future. Burberry
is known for their forward-thinking ways as their motto, Prorsum suggests, but never forgets their
core outerwear business. Instead, it is incorporated into their vision of the future, utilising new
outlets such as social media to progress the awareness of the brand into new markets.
The Boat Race is looking to do the same starting with 2015 and moving into the forthcoming
years. The incorporation of the Womens race on the same day as the Mens race is an important
step forward for gender equity. Also, social media usage as marketing techniques will be used to
capture this momentous new chapter by connecting to the target audience of young students and
promoting the event. Using the relationship between Burberry and the students of the Universities
who will one day become leaders of the future in their respective fields, corporate goals can be
achieved for both parties involved.

Establishing Dates

Historical Roots

Burberry
Founded 1856

The Boat Race

Founded 1829 with annual race
beginning in 1856

Began with an outfitters shop

in Basingstoke, Hampshire
approximately an hour from

The Boat Race has been held in

southwest London (Putney to
Mortlake) from 1856



Prorsum: Straight Ahead

Weather Resistant
VIPs

London
Continuously adapting to
utilise new social media;
Acoustic Project: Exposing
Burberrys international
audience to local British artists
Outerwear is at the core of the
business
History of equipping
Olympians, explorers,
celebrities, and the Royal
Family (Examples include the
British womens Olympic team
in 1964, Emma Watson and
Romeo Beckham, and outfits
the British Royal Family and
British military)

Consumer Alignment

Prices of Burberry
merchandise aim at a target
audience that is affluent and
able to pay for the high quality
Burberry offers their
consumers

Elite and Prestigious

Known as a luxurious brand

with merchandise produced
from the finest goods; Exudes
extravagance and exclusivity

Global Attraction

Burberry is an internationally
recognised brand

Combining the Mens and

Womens Boat Race on the same
day; Incorporating additional
social media into the marketing
and promotion of the event
The race takes place outside,
come rain or shine
A history of Olympians and
celebrities have been included on
the athlete roster (Examples
include multi-Olympic Gold
medallist, Sir Matthew Pisent;
actor and comedian Hugh Laurie;
and the Winklevoss twins, the
disputed founders of Facebook)

The Boat Race includes Oxford

and Cambridge, in which
students are known to come from
well-to-do families and will in the
future earn the income that would
allow them to purchase from the
Burberry brand
Best athletes, coaches, and
facilities; Future Olympians and
leaders, both on the team and in
the student population; Both
Universities are known for their
exclusive admissions policies and
consistently top the University
rankings
The Boat Race is broadcasted on
BBC1 live as well as worldwide

__________________________________________________________________________________________
TARGET AUDIENCE
The Boat Race has significant influence throughout the nation as well as globally. At the
heart of this race is the rivalry between two of the top universities, Oxford and Cambridge.
Campaigns will be targeted at the current student population and alumni of the two universities.
Oxford and Cambridge students represent the elite in academics and future leaders. The alumni of



the Oxford and Cambridge represent some of the most influential in political, business, science and
other industry. They are also the two wealthiest university alumni in the UK. Students and alumni
are a part of the Oxford and Cambridge University history, but are developing their knowledge to
become the future elite in their respective areas.
OXFORD U TARGET AUDIENCE SIZE

CAMBRIDGE U TARGET AUDIENCE SIZE

Alumni 200,000
Current Students 22, 116

Alumni 180,000
Current Students 22,082

TOTAL 222,116

TOTAL 202,082

__________________________________________________________________________________________
THE BURBERRY BOAT RACE: BENEFITS OF MAJOR SPONSORSHIP
With the combination of the Mens and Womens Boat Races on the same day, a sponsorship
with a brand who outfits both men and women is ideal. The prestige and legacy of The Boat Race
would allow great benefits for Burberry to be a part of the experience.
Tangible Benefits
Naming rights of The Boat Race
Official outfitter of formal and leisure wear for all athletes and officials
Promotional signage before, during, and after the event
o Print advertisements (magazines, newspapers)
o Digital media (websites, social media sites)
o Billboards (local and regional)
o Signage on Putney, Hammersmith, Barnes, and Chiswick Bridges
o Tube Posters
Finishing line and trophy podium signage
Presence on The Boat Race and Burberry official websites
Sponsoring special luxury events to promote Burberry and the event
Hosting of Burberry tents for luxury accommodation
Selling of official merchandise before, during, and after the event
Raising awareness for the Burberry Acoustic
Access to the mailing list for current University students and alumni
Intangible Benefits
Brand Value
o Associating with an event/sport with high income earning demographic giving an elite
image
o Outfitting the athletes with full kits and accessories portraying a young and fit image
linked to Burberrys campaigns
Innovation

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o Social media modernisations
o Burberry Acoustic
Creating Brand Image
Media Exposure
o In 2009, 270,000 people watched the race live from the banks of the river and in 2011
almost 17.2 million viewed the race on television and is continuously growing in
numbers
o Reaches more than 200 countries
__________________________________________________________________________________________
MEDIA BRANDING OPPORTUNIES, PROMOTIONAL METHODS, & SCHEDULE
September 2014
Advertising Mediums: Print Newspaper/Print Magazine /The Boat Race & Burberry Websites
o Financial Times, The Times of London, The Guardian, Independent, The Sunday Times
Magazine announcement ads partnership launch, Leader board and banner ads on website
home pages
o Email blast Burberry Boat Race announcement banner display ad distributed to Oxford and
Cambridge Alumni email addresses
October 2014
Advertising Mediums: Print Magazine/The Boat Race & Burberry Websites
o Oxford Today Quarterly- Oxford University Alumni Publication, Leader board and banner
ads on website home pages
November 2014
Advertising Mediums: Print Magazine/The Boat Race & Burberry Websites
o Cambridge Varsity Student Quarterly, Leader board and banner ads on website home pages
December 2014
Advertising Mediums: Print Magazine/The Boat Race & Burberry Websites
o CAM Alumni Quarterly- Cambridge University Alumni Publication, Leader board and
banner ads on website home pages
January 2015
Advertising Mediums: Print Magazine/The Boat Race & Burberry Websites
Twitter Facebook Launch
o Harpers Bazaar, Tatler, GQ, Esquire, Luxury Lifestyle Magazine, Leader board and banner
ads on website home pages, rowing team blog posts from Burberry
o Brilliant Beginnings Blue Bag luncheon on website, initiate boat team members Twitter
following at luncheon
o Team member with most Twitter followers @ The Boat Race Finish Line will be invited to
attend to September 2015 London Fashion Week and outfitted in Burberry apparel for the
event with one guest
February 2015
Advertising Mediums: Print Magazine/The Boat Race & Burberry Websites



o Cambridge Varsity Student Quarterly, Harpers Bazaar, Tatler, GQ, Esquire, Luxury
Lifestyle Magazine, Leader board and banner ads on website home pages, student blog posts
from Burberry London Fashion Week
March 2015
Advertising Mediums: Print Magazine/The Boat Race & Burberry Websites
Billboards-Local and Regional
o CAM Alumni Quarterly, Harpers Bazaar, Tatler, GQ, Esquire, Leader board and banner
ads on website home pages
o Local, London Billboard posted within 2 mile radius of The Boat Race routes, and tube
stations, also selected tube stations in the London Boroughs of Kensington and Westminster
o Advertising for Billboards at British Rail station with race route will be also targeted.
o Regional Billboard ads will be placed in affluent neighbourhoods of Manchester and
Birmingham where Burberry Retail Stores are located
April 2015
Advertising Mediums: Print Magazine/Print Newspapers/The Boat Race & Burberry Website
o Oxford Today Magazine, CAM Alumni Quarterly, CAM Varsity Student Magazine, Harpers
Bazaar, Tatler, GQ, Esquire, Luxury Lifestyle Magazine
o Financial Times, The Times of London, The Guardian, Independent, The Sunday Times
Magazine, Leader board and banner ads on website home pages
__________________________________________________________________________________________
EVENT BRANDING OPPORTUNITIES, PROMOTIONAL METHODS, & SCHEDULE
During Boat
Race

Pre-Boat Race

September
2014

October
2014

November
2014

December
2014

Burberry Boat Race Sponsorship Announcement

Press Conference
Hosted at Burberry 121 Regent Street Flagship Store
Attendees: Luxury Lifestyle, Journalists/Bloggers, event
organisers/partners, Universities leadership staff
Burberry Boat Race Partnership Business Meeting and
Photo Opportunity
Hosted at Oxford/Cambridge Club Pall Mall, London
Attendees: Burberry Executives and University Vice
Chancellors
Burberry Gift Bag Distribution
Burberry Gift Bag distribution to Oxford Vice
Chancellor at Annual Romanes Lecture held each
November
Burberry Gift Bag distribution to Cambridge Vice
Chancellor at selected lecture of choice
Bi-Annual Burberry Alumni Appreciation Cocktail
Reception
Hosted at the Oxford Cambridge Club Pall Mall, London

After Boat Race

January
2015

February
2015

March
2015

April
2015

Brilliant Beginnings Burberry Blue Bag Luncheon

January New Academic Year Welcome Back Packed
Luncheon
For Oxford Cambridge Row Teams
Lunches packed in light/dark blue Burberry tartan gift
bags
Burberry London Fashion Week Show
Invitation for Burberry Boat Race Captains to attend
Burberry London Fashion Week Show. Coverage of
Captains attendance & team updates will be posted as
part of their personal blog on the Burberry website
Burberry Sponsored Teams Weigh-In Event
Prep rally for students @ each Universities respective
Student Buildings
Boat Race Crew Fashion Show at Student Union
Buildings
Pre-Boat Race

During Boat Race

After Boat Race

Bi-annual Burberry Alumni

Appreciation Cocktail
Reception
Hosted at the Oxford Cambridge
Club
Pall Mall, London
Scheduled the night before
the event

CORPORATE HOSPITALITY
FUNCTIONS
Burberry Continental
Breakfast
Hosted at Flagship Store
Oxford Student Cheer Rally
Tent
@ Thames River Course Route
Cambridge Student Cheer Rally
Tent
@ Thames River Course Route

Burberry Sponsored
Burberry Acoustic Music
Concert for Students
Event location: Kew Gardens
Oxford and Cambridge rowing
team Guests of Honour at the
event

Pre-Boat Race
May
2015

June
2015

During Boat
Race

After Boat Race

Post Celebratory Event Wrap-Up Press Conference
Hosted at Burberry 121 Regent Street Flagship Store
Attendees: Oxford Cambridge/Burberry leaders and
luxury lifestyle journalists
Oxford Cambridge Client Appreciation Week
Hosted at Burberry 121 Regent Street Flagship Store
Fashion Consultations w/ Burberry Personal Shopper
Team
Served with high tea

__________________________________________________________________________________________



CORPORATE HOSPITALITY OPPORTUNITIES
With Burberry, the boat race would provide specific packages to different types of demand.
Our Corporate hospitality will include Luxury and Classic packages.
Package One (Luxury)
Facilities
3 luxurious private properties will be rented along the River Thames that will be devoted to
corporate hospitality for the entire day. Included in the package will be:
o Admission, VIP passes to The Burberry Boat Race Hospitality
o Car parking in the ratio of one parking space between two guests. Shuttle transfer to
facility
o Standing terrace viewing overlooking the finishing line
o Exclusive elevated views of the finishing
o Large viewing screen opposite terrace
o TV coverage in all properties
o BBC Sport showing live race action, video replays and interviews
o Welcome lounge and hosting staff of The Burberry Boat Race hospitality team to
ensure the day runs smoothly
o The Burberry Boat Race Hospitality luxury gift bag
o Air conditioning
Food and Drink
o Afternoon tea and dinner menus created by Steven Saunders, Fellow Master chef of
Great Britain
o Fully complimentary bar with champagne, beers, wines, spirits and soft drinks
Packages available from one guest upward
o Afternoon tea served as you watch the race
o Complimentary refreshments and snacks
Addition:
With Package One, people could be provided one Burberry luxury gift bag. One Burberry key ring
for The Boat Race, one Burberry souvenir brochure and one selected Burberry-designed product
would be included in the gift bag.
Package Two (Classic)
Facilities
Hospitality luxury tents will be built at the Duke Meadows Golf and Tennis Club (DMGTC) that
will be devoted to corporate hospitality for the entire day. Included in the package will be:
o Admission, VIP passes to The Burberry Boat Race Hospitality
o Car parking in the ratio of one parking space between two guests. Shuttle transfer to
facility
o Standing terrace viewing overlooking the finishing line

10



o
o
o
o
o
o
o
o

Large viewing screen opposite terrace

Burberry hospitality tents with TV coverage
BBC Sport showing live race action, video replays and interviews
Hosting staff of The Burberry Boat Race hospitality team to ensure the day runs
smoothly
The Burberry Boat Race Hospitality luxury gift bag
Table decorations
Air conditioning
Private tables are available for groups of 10 guests, or smaller numbers on a shared
basis

Food and Drink

o Afternoon tea and dinner menus created by Steven Saunders, Fellow Master chef of
Great Britain
o Fully complimentary bar with champagne, beers, wines, spirits and soft drinks
Packages available from 1 guest upward
o Afternoon tea served at your table as you watch the race
o Complimentary refreshments and snacks
Addition:
With Package Two, People would be offered one Burberry luxury gift bag. One Burberry key ring
for the boat race, one Burberry product brochure, one Golf Tee with Burberry logo, a box of six
golf balls with Burberry logo and one selected Burberry-designed product would be included in
the gift bag.

__________________________________________________________________________________________
COST OF SPONSORSHIP
The cost of becoming the major sponsor will be 30 million for a three-year contract (10
million per year). The sponsorship cost will be allocated into three categories: cash, goods, and
resources. The table below will describe the designation of costs to each of these specified
categories.

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Cash

Goods

Resources

Magazine and Newspaper Print Advertisements, Billboards, Digital Media

Campaigns, Promotional signage, Press Conferences and Business Meetings,
Design and production of gift bags, Cocktail Reception, Production of tents,
Rental of luxury properties and golf and tennis club
Apparel for students and officials, Burberry products to be included in gift
bags, Official merchandise
Use of Burberry stores and staff, Burberry London Fashion Show tickets,
Utilising Burberry Acoustic musicians

__________________________________________________________________________________________
COMPETING EVENTS
The positioning of The Burberry Boat Race is ideal because The Boat Race demographic is a
targeted audience whereas the competing events attract a mass audience geared at the general
population. The uniqueness of the rivalry between Oxford and Cambridge Universities attracts a
distinctive audience. The Burberry Boat Race is tailored for those who want to experience a
luxurious sporting day out filled with lasting memories of a special event.

Be a Gunner Arsenal Charity Run:

Charity 5K River Run:
Greenwich Charity Run:
The Stinger at Twickenham:
London Marathon:
Bunny Whistle:

Saturday, April 4, 2015

Wednesday, April 8, 2015
Sunday, April 11, 2015
Saturday, April 18, 2015
Sunday, April 19, 2015
Sunday, April 25, 2015

__________________________________________________________________________________________

2015 marks the beginning of a new chapter in The Burberry Boat Race history
with the joining of the Mens and Womens races merging to compete on the same
day and incorporating an increased presence of social media into event
promotions. With Burberry as innovative veterans by our side, we will realise the
Prorsum sprit collaboratively, moving forward together to capture the younger
audience and provide a luxurious experience for the current and future elite
leading visionaries of our and future generations.

12



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