Fuse set to deliver partnership deals for British Gas

Global Sport and Entertainment marketing agency Fuse has been appointed by British Gas as their agency for its partnership consultancy and activation. British Gas joins Fuse’s roster of clients that include PepsiCo, Vodafone, Nissan, Enterprise, FedEx and Just Eat.

Fuse has been working closely with British Gas for the past eight months to secure its return to the sports partnership industry, negotiating major deals with the Scottish Rugby Union, the Scottish Football Association as well as Team GB and ParalympicsGB – the latter two announced earlier this week.

As part of the new Team GB and ParalympicsGB deals, Fuse will be supporting British Gas in the delivery of the ‘Get Set for Positive Energy’ programme, a pioneering nationwide initiative that uses the power of sport to promote healthier lifestyles and educate young people on sustainability and the steps we can take to create a greener future. The programme is expected to reach up to one million young people and families across the UK

Fuse has also played a key role in securing high-profile ambassador deals for British Gas with major Olympic and Paralympic talent including Tom Daley OBE, Ellie Simmonds OBE and Katrina Johnson-Thompson who will feature in their brand campaign across the next 12 months.

Fuse will continue to support British Gas in the activation of its partnership portfolio to supercharge its brand marketing to drive trust and consideration in the UK market, with their remit extending from rights management to events & hospitality, PR and measurement.

Victoria Chew, Managing Partner at Fuse said: “The prospect of working with new clients is always exciting, but especially so with a brand like British Gas, re-entering the partnership world with big ambitions.

“We are proud of the work we have delivered so far and are delighted to now be able to bring to life the partnerships creatively. We look forward to working with British Gas to achieve its business goals internally and externally, by leveraging such an exciting portfolio of rights.”

Andy Freeman, Marketing Director at British Gas said: “Fuse have been instrumental in the crafting and negotiation of these game-changing sports partnerships.

“They’re a partner who have embedded themselves into our brand and our challenges and we’re confident in their expertise to help us drive forward our partnerships as we power forward on our mission to use the power of sport to drive positive change in communities and change energy for the better.”