Crufts: The Kennell Club

Challenge

To grow the Kennel Club's annual partner and sponsorship portfolio and revenue. Specifically looking at non-endemic categories and growing partnerships for not only Crufts 2023-24, but across the year and entry points and selling a variety of assets.

Our Strategy

Audience Targeting

Selling access to the families that own dogs, from the nation. Using the appeal of the Royal Kennel Club as a way for brands to access dog owners. We targeted a variety of vets, dog tech products, homewares, automotive and travel to name a few. We also developed a media-first partnership approach with a proprietary tool called Partnerbrite. This enabled all partners to target dog owners through social channels, which added to the proposition.

Result

£450,000 (year 1), securing Official Automotive partner with Skoda for Crufts and Official Retail Partner with ASDA for the Kennel Club.