Brand Activation & Sponsorship
From narrative to commercial impact
We recommend, design and activate sponsorship strategies as an extension of brand positioning, reputation and international communications. Sponsorship is deployed in contexts where trust, audience relevance, emotional connection and visibility within high-attention environments are required to achieve at speed.
How this fits within
Partas Global mandates
Our work begins with positioning, narrative development and stakeholder mapping.
Sponsorship is deployed selectively, following strategic assessment of its role within a broader communications and positioning programme.
Where relevant, it operates as a high-impact communication channel that connects brands with audiences through shared cultural contexts, enabling immediate relevance and emotional engagement.
What we deliver
- Sponsorship strategyWe design sponsorship frameworks aligned with company-wide positioning and commercial objectives.
- Development of sponsorship architecture at group level
- Alignment with brand narrative and strategic messaging
- Identification of priority markets, audiences and platforms
- Integration with media, leadership and stakeholder strategy
- Partnership structuring
& Deal executionWe originate and structure sponsorship partnerships aligned with strategic objectives.- Engagement with clubs, rights holders and athletes
- Negotiation and structuring of commercial agreements
- Development of long-term partnership pipelines
- Access to international sponsorship networks
- Activation
& Communications integrationWe integrate sponsorship into a broader communications platform.- Media strategy aligned with sponsorship activity
- Athlete and ambassador-led narratives
- Content and campaign development
- Client, investor and stakeholder engagement formats
Specialist capability
Phil Rogers
Senior Sponsorship Advisor
Philip Rogers specialises in the identification, negotiation and activation of high-value partnerships for international brands. His fully integrated brand consultancy has delivered some of the most iconic and innovative partnerships in sport and entertainment over the past decade.
Philip has structured and brokered major commercial sponsorship agreements in excess of £200M since 2020, including BT’s sponsorship of The FA and England Teams, the Home Nations and Wembley Stadium, and global partnership deals for cross sector brand clients.
He previously led global brand sponsorship divisions across the tech and financial service sectors and was formerly head of media at Fulham FC, overseeing communications across ownership, management, players and UEFA competitions.
Philip’s network spans global brands, international rights holders and agency activation partners across the international sports and entertainment ecosystems. As a strategic advisor to Partas Global, Philip leads sponsorship strategy, partnership identification, rights negotiation and strategic activation.
Philip has structured and brokered major commercial sponsorship agreements in excess of £200M since 2020, including BT’s sponsorship of The FA and England Teams, the Home Nations and Wembley Stadium, and global partnership deals for cross sector brand clients.
He previously led global brand sponsorship divisions across the tech and financial service sectors and was formerly head of media at Fulham FC, overseeing communications across ownership, management, players and UEFA competitions.
Philip’s network spans global brands, international rights holders and agency activation partners across the international sports and entertainment ecosystems. As a strategic advisor to Partas Global, Philip leads sponsorship strategy, partnership identification, rights negotiation and strategic activation.
Daria Partas
Founder
Daria oversees client strategy and positioning across sponsorship-related engagements, ensuring alignment between sponsorship activity, communications strategy and broader reputation objectives.
Her experience includes sponsorship activations across Formula 1 and rugby at BT, work on Royal Air Force and Armed Forces rugby partnerships, and sports broadcasting experience as a ground producer for CNN World Sport during UEFA Euro 2012.
Within Partas Global, Daria focuses on integrating sponsorship activity into wider brand positioning, media strategy and international communications programmes.
Her experience includes sponsorship activations across Formula 1 and rugby at BT, work on Royal Air Force and Armed Forces rugby partnerships, and sports broadcasting experience as a ground producer for CNN World Sport during UEFA Euro 2012.
Within Partas Global, Daria focuses on integrating sponsorship activity into wider brand positioning, media strategy and international communications programmes.
Daria Partas
Founder
Daria oversees client strategy and positioning across sponsorship-related engagements, ensuring alignment between sponsorship activity, communications strategy and broader reputation objectives.
Her experience includes sponsorship activations across Formula 1 and rugby at BT, work on Royal Air Force and Armed Forces rugby partnerships, and sports broadcasting experience as a ground producer for CNN World Sport during UEFA Euro 2012.
Within Partas Global, Daria focuses on integrating sponsorship activity into wider brand positioning, media strategy and international communications programmes.
Her experience includes sponsorship activations across Formula 1 and rugby at BT, work on Royal Air Force and Armed Forces rugby partnerships, and sports broadcasting experience as a ground producer for CNN World Sport during UEFA Euro 2012.
Within Partas Global, Daria focuses on integrating sponsorship activity into wider brand positioning, media strategy and international communications programmes.
Chris Wilson
Strategy Director
Chris structures how sponsorship translates into media visibility and overarching corporate narrative.
Chris leads the integration of sponsorship activity into media strategy, stakeholder positioning and broader corporate narrative.
While at Coutts, Chris led sponsorship activations aligned with ultra-high-net-worth client engagement. During the London 2012 Olympic Games, he served as lead press officer for G4S, one of the Games’ highest-profile commercial partners. He managed communications for a FIFA Presidential campaign and advised Harry Redknapp on his appointment as Jordan national team manager.
Chris advised RBC (Royal Bank of Canada) on Olympic, golf and grassroots sponsorship programmes, Capital One on its title sponsorship of the Football League Cup, and Investec on multi-sport sponsorships across rugby, women’s golf and field hockey.
He also worked with OpenSponsorship, the world’s largest sports sponsorship marketplace, leading communications strategy around Serena Williams’ investment in the platform.
Chris leads the integration of sponsorship activity into media strategy, stakeholder positioning and broader corporate narrative.
While at Coutts, Chris led sponsorship activations aligned with ultra-high-net-worth client engagement. During the London 2012 Olympic Games, he served as lead press officer for G4S, one of the Games’ highest-profile commercial partners. He managed communications for a FIFA Presidential campaign and advised Harry Redknapp on his appointment as Jordan national team manager.
Chris advised RBC (Royal Bank of Canada) on Olympic, golf and grassroots sponsorship programmes, Capital One on its title sponsorship of the Football League Cup, and Investec on multi-sport sponsorships across rugby, women’s golf and field hockey.
He also worked with OpenSponsorship, the world’s largest sports sponsorship marketplace, leading communications strategy around Serena Williams’ investment in the platform.
Partas Global is registered in England and Wales as Partas Global Limited (No.11883547)
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