HTC Appoints Fuse to Handle UEFA Sponsorships

August 19, 2013

Fuse, patient a leading sport and entertainment agency and subsidiary of Omnicom Media Group, has been appointed by HTC to work across its sponsorship of the UEFA Champions League and UEFA Europa League.

This appointment will run across the 2013/14 and 2014/15 seasons, following successful project work during the end of season 2012/13. 

Based in Taiwan, HTC is one of the leading global manufacturers of smartphones.  It became a partner of UEFA during the 2012/13 season, securing a three year agreement as an official supplier company for the UEFA Champions League and an official partner of the UEFA Europa League.  The agreement runs through to the end of the 2014/15 season. 

As part of the project Fuse has been managing all creative approvals relating to the sponsorship as well as advising on rights clearance and usage.  The team is also consulting on sponsorship strategy providing advice centrally and locally to over 30 global markets. 

In addition, Fuse’s specialist guest experience team has been running a hospitality and ticket management programme for HTC. For the project Fuse is using bespoke online tools and systems which have been developed over years of work with blue chip clients across many hospitality platforms. 

Karina Pereira, Global Head of Partnership Activations at HTC said: “Fuse impressed us from the start of the sponsorship with the work on our guest experience programme.  The agency has responded to our complex brief in a way which was not only innovative but also realistic and achievable. We have been very impressed by the personnel involved and the creativity and experience that they have brought to the sponsorship, which will enable us to significantly develop our involvement over the next two years.”

Mark Bullingham, Managing Director of Fuse EMEA said: “It’s great to be working with HTC, as a cutting edge brand with a fantastic portfolio. Their innovative approach to global football is refreshing, with some exciting plans for the future.”

Fuse has significantly expanded lately. The agency, which specialises in sports and entertainment, has grown from 4 to 50 people in the UK and to more than 120 throughout Europe over the past four years. Along the way it has established a portfolio of high-profile clients, including Standard Chartered, Gatorade, McDonald’s, Nissan, Renault, Carlsberg, Intel, Virgin Media, Waitrose, John Lewis, Starbucks, Pepsi, Specsavers and Visa.