BNY Mellon (Bank of New York) and Newton Investment had sponsored the Men's and Women's Boar Races for multiple years but awareness was low and employees of the two companies were uncomfortable as the links between investment bands and Oxbridge Universities, it was seen as cold and elitist.

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We convinced the brands to live by their brand value of 'We believe in meaningful investments' and invest their sponsorship of The Boat Races with CRUK. The title sponsorship, brand colours and even time with the creative sponsorship agency (M&C) was invested in CRUK.

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The new sponsorship helped engage with more high profile media partners such as the BBC, who screened a Celebrity Boat Race, and allowed us to access a higher calibre of talent to endorse the sponsorship as they were close to the CRUK brand.

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The activation also helped kick start CASCAID, a charitable foundation set up by the asset management industry, helping bring the financial industry together to raise money for good causes and bring pride back to the sector.