The expansion of the existing relationship between Octagon and the blue-chip company will see the agency undertake a pan-European evaluation of IBM’s current portfolio as well as new sponsorship opportunities to further strengthen its marketing strategy.
The appointment by IBM EMEA (Europe, Middle East and Africa) follows on from Octagon Marketing’s existing work with the group regarding their sponsorship of the French Open tennis tournament at Roland Garros. This relationship, dating back to 1996, has focused on event planning and delivery of the Grand Slam event.
Under the new relationship, Octagon Marketing will be required to assist IBM in fully leveraging its current European portfolio, which also includes Wimbledon, as well as identifying new sponsorship opportunities.
Malcolm Greig, manager of events and sponsorship marketing at IBM EMEA, commented: “We have established a strong working relationship with Octagon regarding our sponsorship of Roland Garros. Now we are keen to use their expertise and unmatched consultancy network to realise the full potential of our existing sponsored properties as well as identify new opportunities which fall in line with our strategic direction in the region."
Aidan Day, managing director for Octagon UK, added: “We are delighted to add consultancy to our role with IBM. We are confident that IBM will see immediate results from tapping our diverse consultancy resource, ultimately helping them meet their strategic objectives.”
Computer giant IBM is weighing up a major move into sports sponsorship after enhancing its partnership with Octagon Marketing to incorporate consultancy.
