What Sport Relief and Its Partners Get Out Of Their Deals

March 22, 2018


This year sees Sport Reliefs’ ninth event which runs from 17th to 23rd March 2018. The biennial charity event from Comic Relief, in association with BBC Sport, brings together the worlds of sport and entertainment to raise money to help vulnerable people in both the UK and the world's poorest countries.


Having begun in 2002, Sport Relief says the event “wouldn’t be possible if it wasn’t for the critical support we get from our wonderful corporate partners. Without their generosity, we couldn’t do what we do.”


With that in mind, we’ve taken a look at the partnerships in place for this year’s Sport Relief.




Since 1999, Sainsbury’s has been working with Comic Relief and has raised over £100 million. The supermarket giant sells official t-shirts, wristbands, deeley boppers, pin badges, key rings, spinning wands, mugs, and more to help raise funds for the charity.


Sainsbury’s has also optimised the opportunity to sell grocery products which will raise money for Sport Relief too. This is a great way to cash in on their partnership deal as customers visiting the stores for their groceries anyway and Sainsbury’s are likely to get new customers through the doors, of people who come in for official Sport Relief products, or to buy their weekly shop whilst giving money to a good cause.




Sport Relief has praised BT for its amazing contribution to its appeal and the partnership between them both is one of Sport Relief’s longest-standing in its history. Sport Relief has been provided with the systems, call centres, and network support by BT. This enables Sport Relief to process the many calls it receives, which raise millions for the charity. BT also provide thousands of volunteers that are on hand to take the calls.


During the big fundraising event which is held on BBC on Friday 23rd March, there will no doubt be segments of the show dedicated to showing the BT and celebrity volunteers taking donation calls. A win-win for both BT and Sport Relief.


BT also teamed up with radio and TV personality Zoe Ball to offer people the chance to win one of two bicycle helmets signed by the star. The Twitter competition asked users to retweet and follow the brand to be in with the chance of winning. This clever idea increases brand awareness for BT.


 Premier League


Sport Relief and the Premier League are working together this year marking the 10th time the Premier League has supported Comic Relief overall. They’ve raised millions of pounds over the years and the partnership supports the Premier League Enterprise programme. Since the Sport Relief partnership began, 25,600 participants have been engaged across 491 schools while 8,367 accredited qualifications have been obtained.


The programme gives young people the chance to work with Premier League and Football League clubs on an educational and business-based range of topics. The Premier League took the partnership a step further by sponsoring the Sport Relief Primary Schools pack which were available in schools around the country to inspire children to get active.  




Through their partnership, the accountants at EY will be processing all of the fundraising cheques and cash that Sport Relief receive. The partnership between EY and Comic Relief began in 1999 and by EY processing these for free, it ensures that every penny raised goes to good causes which is part of Comic Relief’s Golden Pound pledge.


These are just some of the great ways brands have been making the most of their partnership deals with Sport Relief, and what the charity is receiving in exchange. There’s plenty to be had through a partnership deal, such as reaching a whole new audience, and getting involved with a charity can do wonders for your brand.


If you’re ready to take the leap and you are looking for sponsorship opportunities, get in touch at hello@weareecho.co.uk or for all the latest news you can follow us on LinkedIn and Twitter.


Share This Article

Other Articles

Tottenham Hotspur Stadium Renaming Deals

April 29, 2020


View Blog

Our thoughts on football sleeve sponsorship

February 27, 2018


View Blog

Celebrity endorsements that are remembered for all the right, and wrong, reasons

November 16, 2018

Celebrity Endorsement

View Blog