London, 10.07.2017 – Thousands of people gathered to take part in this year’s Pride in London parade this month in support of its ‘Love Happens Here’ campaign.
To better understand the success of their campaign, Pride in London has teamed up with Nielsen Entertainment, who will provide the event organisers with in depth analysis across its existing sponsorship portfolio, using a bespoke sponsorship valuation model. The work being undertaken will deliver a fair market value for sponsorship properties during the event. Having a clear value across selected properties ensures Nielsen Entertainment are best placed to strategically advise Pride in London.
Jon Stainer, Managing Director, UK&I, Nielsen Sports said:
“We’re really excited to be working with such a forward thinking and diverse organisation like Pride in London. Aside from examining their existing sponsorship portfolio, we will also use our expertise to build a recommended approach on a tiered and category exclusive sponsorship structure. This will help aid future commercial decision making for Pride in London.”
Polly Shute, Director of Sponsorship & Partnerships, Pride in London said:
“Pride in London is delighted to be working with Nielsen Entertainment to review its sponsorship assets. In the last 5 years, we have grown Pride in London to be one of London’s top three one day events and the biggest LGBT+ platform in the U.K. As a mainly free event we are reliant on the support of sponsors. The evaluation will provide us with valuable insight and allow us to restructure packages to continue to grow the event and support the LGBT+ community in London”
Pride provides a platform for every part of London’s LGBT+ community. It raises awareness of issues by campaigning for freedom that will allow individuals to live their lives on equal footing. The annual parade through the heart of London is a visible achievement marking how far the community have come. Pride includes people of every race and faith, whether disabled or able-bodied, and all sexualities and genders including lesbian, gay, bisexual, asexual, queer, questioning, intersex, trans, genderqueer, gender variant or non-binary as well as straight and cis allies.