SB PARTNERSHIPS

SBP broker brand partnerships across sport & entertainment.

We specialise in sustainability partnerships.

ABOUT SBP

SBP was launched in September 2020 by Sam Baring with Dylan Williams joining in early 2021. With over 18 years’ experience in creating valuable partnerships for brands and rights holders alike, we are ideally positioned to support you and achieve your partnership objectives.

Sam had previously established AOK Connect, the sponsorship department of the AOK Events Group, where he focused on brokering sustainability-led partnerships. Prior to that, Sam worked for the Rugby Players’ Association and Ascot Racecourse.

Dylan has been involved in commercial sport for over 8 years and has worked agency side for CSM with some of the biggest global rights holders across sport and entertainment, including: Ferrari F1, Chelsea FC, The ECB, Six Nations, Cirque du Soleil, WTA and the European Tour & Ryder Cup.

We have great expertise in sustainability partnerships and how brands can truly differentiate themselves. Take a look at our case studies and testimonials below.

  • ALLBIRDS: UNEXPECTED ATHLETE

    Allbirds, the global eco-friendly footwear brand, engaged SBP to identify and procure a big-name talent to become the “Unexpected Athlete” for a campaign to promote the launch of their new Tree Flyer running shoe – we eventually came down to a shortlist and secured Lindsay Lohan for them.

    The hero film is a 60 second promo, created to be pushed out on Allbirds’ and Lindsay Lohan’s social media channels. Lindsay’s performance is first class as she goes from ‘mathlete to athlete’. With humorous nods to her previous work and plenty of ‘easter eggs’ for the keen-eyed Lohan fans, the campaign demonstrates clever brand storytelling partnered with an A-list talent.

  • THAKEHAM GROUP X ENGLAND NETBALL

    SBP worked with South East property developer Thakeham Group throughout 2021 to map out and identify Sustainability Partnership opportunities for the brand – a central objective being to integrate Thakeham’s expertise into the delivery of a sustainability roadmap for a sporting body.

    The outcome was SBP’s brokerage of Thakeham Group as England Netball’s first ever Official Sustainability Partner in 2022. This pioneering partnership will include work on a series of new campaigns to inspire players and all involved in the sport to become more environmentally aware.

  • FORESIGHT GROUP X GOODWOOD

    In 2020, Sam brokered the multi year deal for leading investment manager Foresight Group to become Goodwood Estate’s first Sustainability Partner. In one of the first deals of its kind, Foresight will host a Sustainability Summit at Goodwood alongside a series of Sustainability Seminars.

    The agreement will also help to accelerate delivery of Goodwood’s sustainability goals by drawing on Foresight’s renewable energy, waste management and energy efficiency expertise.

  • THORPE PARK RESORT x SURREY FOOTBALL ASSOCIAITON

    Contracted by Surrey FA to secure new commercial partners to help grow grassroots football across the county, SBP identified Thorpe Park Resort as a perfectly aligned partner for the governing body. SBP brokered the three-year partnership between the organisations with Thorpe Park Resort becoming Surrey FA’s Official Leisure Partner and receiving naming rights to all of the Youth County Cups.

    This partnership follows the Lionesses’ European Championships victory from July 2022 and sees Thorpe Park Resort actively supporting key initiatives undertaken by Surrey FA to work towards gender equality in football.

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  • Josie C-Thornewill​ | Sustainability Director, Thakeham Group

    “Sam was pivotal in introducing us to a wide range of impressive organisations with partnership opportunities. He spotted commonalities with connections that we wouldn’t have otherwise seen, and as a result we are very proud to be the Official Sustainability Partner of England Netball, working to create healthy and sustainable communities together.”

  • Charlie Read | Head of Partnership Sales, Southampton FC

    “We worked with SBP to help drive new commercial partners, specifically in the sustainability space. Sam and the team are extremely knowledgeable in their area of expertise, excellent operators, diligent and above everything else, just brilliant people to work with. They always go above and beyond what is expected, and I could not recommend Sam and the team enough.”

  • Lee Price | Global Communications Director, Allbirds

    “I have complete trust in SBP to look after our projects objectively and collaboratively, without self-interest clouding their judgement. Dylan's work on our Unexpected Athlete campaign was first class and I hope to work with these guys for the rest of my career.”

  • Ben Thompson | CMO, Foresight Group

    “Sam responded to our brief with imagination and rigour, drawing up a shortlist of interesting opportunities. He was exceedingly responsive to our needs and managed the entire process from initial discussions through contract negotiations with great sensitivity adding valuable insight and experience. We are delighted at the end of the process to have become the first official Sustainability Partner to the Goodwood Estate.”

  • Tom Mercey | Director, Saracens RFC

    “The SBP team have been a magnificent support to our group – not only with understanding some of the complexities with sustainability as a subject but ensuring that these are broken down into comprehendible areas of focus. Couldn’t recommend their services more highly. Thank you.”

  • Jason Burksfield | Marketing Manager, Thorpe Park Resort

    “We are thrilled to have collaborated with SBP on securing our three year partnership with the Surrey Football Association. Working closely with Dylan and Sam, they successfully facilitated discussions between the parties involved, ultimately leading to Thorpe Park Resort acquiring the naming rights to all 12 of Surrey FA's boys and girls Youth County Cups. This partnership is a significant step towards our shared objective of promoting youth football and fostering inclusivity.”

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