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Phones 4u works with Fanatic on latest sponsorship deal


Phones Leading UK phone retailer Phones 4u has commissioned Ear to the Ground’s Fanatic department to produce a research and evaluation paper to assist them with identifying ways to activate and generate maximum return on their recent sponsorship of the Phones 4u Arena (previously the MEN Arena). The research will generate recommendations, based on global best practice in arena sponsorship and stakeholder insights, for sponsorship activation activities in 2014 and beyond.

Fanatic is the name of Ear to the Ground’s strategic planning and insight department. The team are driven by the desire to understand sport and music fans patterns of behaviour, and work with our clients to tailor more targeted campaigns to maximize effectiveness and return.

From Jay-Z to Disney on Ice and UFC, the Phones 4u Arena boasts one of the most diverse entertainment programmes in the UK and Phones 4u have commissioned Fanatic as they understand the benefit of creating tailored content and activations that engage this wide range of diverse fan groups.

The research will be broken down into four strands; A snapshot of global best practice in arena sponsorship activation, a space activation plan, stakeholder and music industry engagement and an audit of the fan groups that attend the Phones 4u Arena.

Caspar Nelson, Head of Brand Communications at Phones 4u said,” We have commissioned this report by Ear to the Ground as they are experts in these areas and also have in-depth knowledge and unrivalled connections in entertainment and sport. We look forward to working with them.”