MKTG host experience and sponsorship seminar in partnership with the ESA

On Thursday 24th October, MKTG in partnership with the ESA (European Sponsorship Association) held a seminar for brands and clients on how meaningful experiences can make your sponsorship more effective.

Andy Westlake, Chairman of the ESA, and Michael Brown, Managing Director of MKTG, opened the seminar introduced the seminar by speaking on the importance and increase of the experience economy, and how modern audiences value these over owning ‘stuff’.

Nick Rogers and David Clare from Cadbury UK then spoke on how they leveraged the unique sponsorship assets of the Premier League to create engaging consumer experiences.


Beryl Crofton-Atkins from Livenation also discussed the endless sponsorship opportunities available to brands in the live music space, using a variety of case-studies to show how this appeals to the millennial and Gen-Z audience.

Finally, MKTG’s Insight Director, Sandra Greer, explained how it was critical for brands to measure their return on experience when delivering sponsorships, and ensure metrics are put in place to prove and evaluate the business return these experiences can offer.

You can view the full seminar HERE