As part of a BT rebrand to reposition as a tech and not a broadband company, they were keen to change brand perception and increase product consideration (in particular BT Broadband) amongst gamers.  With the help of a UK sponsorship agency, they wanted to showcase the scale and power of BT’s network, engage staff, support their corporate social responsibility (CSR) digital skills programme, and focus on UK-based activities.

Strive Sponsorship was engaged as the UK sponsorship agency of choice given our sponsorship strategy experience and our extensive esports knowledge and experience.

UK sponsorship agency / Strive’s scope of work

  1. Define a sponsorship strategy aligned with BT’s new brand position and objectives
  2. Analyse the UK esports sponsorship market, identify potential partners, and make a recommendation
  3. Support sponsorship sell-in to internal stakeholders
  4. Offer advisory services during sponsorship negotiations


The strategy was delivered and immediately bought into by key internal stakeholders. Subsequently, we were asked to progress discussions with Excel Esports (the recommended partners) and we provided advisory services during the negotiation, resulting in BT signing a multi-year headline partnership deal.

Client comment

The UK is increasingly a nation of gamers, and esports is hugely popular and growing across the world. Strive’s knowledge, advice and support in identifying and establishing the partnerhsip between BT and Excel Esports shows incredible promise. We can’t think of a better fit as a lead Partner to help elevate Excel to the next level. This is a sponsorship that will reach beyond the conventional sponsorship formula.

Need help from a sponsorship agency?

If you’re looking for advice from a sports, esports or gaming agency, Strive Sponsorship can help. Contact us for sponsorship, marketing, commercial, content, media,  investment, and communications consultancy services.

Frequently asked questions

What is a UK sponsorship agency?

Sponsorship agencies provide a variety of services. Strive Sponsorship advises on esports and sports marketing and sponsorship strategy (what and who to sponsor), helps negotiate sponsorship deals, and helps brands leverage sponsorships to maximise return on investment (this may involve PR, events, social media content and activations etc).

What is the top UK sponsorship agency?

Whilst there are various awards for work in the esports and sports industries, there is no single definitive ranking of agencies. Strive Sponsorship had a 100% client retention rate and grew revenue by over 65% in 2022.

Who is the biggest UK sponsorship agency?

Global network agencies like CAA and Endeavour are likely to be two of the biggest that operate in the UK. However, there is a trend to work with smaller more specialist agencies and the required knowledge and expertise becomes more specific.  Strive Sponsorship is one of these and had a 100% client retention rate and grew revenue by over 65% in 2022.