Strive Sponsorship, a new consultancy founded by former Team Sky head of partnerships, Malph Minns, has launched with two major clients.
Founded at the start of 2015, Strive Sponsorship has been appointed by sports nutrition company CNP to further develop its brand, drive its sponsorship and marketing strategy and deliver commercial returns.
The new set-up will also work with Repucom, experts in advising businesses how to better understand and connect with their audiences and customers through media, sponsorship, communication and experiential platforms.
Malph Minns said: “It’s exciting to be working with two big and very different brands in sport from the start of Strive Sponsorship.
“CNP are a trusted brand in sports nutrition, whose products have delivered a legacy of sporting success, and they boast some valuable partnerships; the aim is to build the right foundations and strategy to better leverage these partnerships so that CNP can further enhance their reputation and drive greater commercial success.
“Great strategy is underpinned by sound consumer insight, reliable research and measurable results. Having been a client of Repucom, who are leaders in this field in the sport and entertainment industry, I’m delighted that Strive Sponsorship will also be working with them.
“With over ten years experience gained brand, rights-holder and agency side, I feel I am well placed to help companies understand, evaluate and leverage sponsorship.
Glyn Hughes, commercial director at CNP, added: “We are very pleased that Malph has joined the team. He knows us well from his time at Team Sky, a key partner of ours, and brings with him a new skillset, passionate style and a record of delivering success in developing marketing and sponsorship strategy.
“His experience and hands on approach will prove a real asset in leveraging our partnerships and delivering a commercial return.”
Minns founded Strive Sponsorship after nearly five years with cycling outfit Team Sky, where he set-up and coordinated the partner management programme from the outset.
Over that period the team built a global brand, developed a roster of 20 different sponsors and won the Tour de France twice whilst helping its partners to hit their objectives and winning a coveted BT Sport Industry Award.