David Roth joined B&Q plc in June 2001 and is a main board director responsible for brand and marketing overseeing B&Q’s overall marketing programme. This included the sponsorship of Ellen MacArthur, one of the most outstanding programmes ever developed.
After MacArthur’s successful world record attempt, unprompted awareness for B&Q’s sponsorship of Ellen MacArthur reached an unprecedented 58 per cent. The B&Q name was seen and heard throughout the world with B&Q emblazoned on newspaper front pages and on several others besides. It dominated all the TV and radio news programmes over several days.
B&Q has integrated the sponsorship and the association with Ellen MacArthur into their stores and says there has been a significant impact on the public perception of the B&Q brand as a result.
Roth said: “The sponsorship has exceeded all our expectations in terms of what it has delivered. However the principles of the sponsorship exactly reflect our marketing strategy and goals. It has all been about personal achievement and attainment and these objectives are being maintained and strengthened for our other marketing programmes notably our sponsorship of the British Olympic Association which perfectly embodies the You Can Do It B&Q spirit”.
B&Q recently announced its sponsorship supporting a mix of established British Olympians and aspiring Olympic stars of the future.
Leading athletes such as double gold medalist Kelly Holmes, cyclist Bradley Wiggins, wheelchair basketball star, Ade Adepitan, badminton’s Gail Emms and curling’s Rhona Martin will work alongside young British Olympic hopefuls in a programme which allows them to work in B&Q stores as well as have time off for training and preparation, designed to maximise their chances of success.
