Fairfax powers up sponsorship team

02 February 2016 3:04pm - Sponsorship News

Fairfax Events is set to add up to five new staffers to its sponsorship acquisition and servicing teams as it looks to capitalise on an expanding portfolio of events reaching 2 million people.

The live events and production arm of the media giant, Fairfax Events’ roster of cultural, sports, parenting and business events will grow to 55 events in eight cities in 2016.

Catherine Bowe, Fairfax’s director of sponsorship, said the increased number of events would require an expanded sponsorship team. The company is currently advertising five roles, including head of sponsorship development.

Two sponsorship development managers will also be recruited, as well as a sponsorship development co-ordinator and a sponsorship servicing manager focussed on food properties.

According to Fairfax’s 2014-15 financial report, Life Media and Events revenue grew 41% last financial year, with consumer events up 53% and some 2 million event participants.

The group’s most recently event acquisition, the OpenAir Cinema (sponsored by Ben & Jerry’s), operates across summer in Australia and New Zealand and joins existing Fairfax events such as the City2Surf, National Good Food Month, Spectrum Now, the Cole Classic and Australian Running Festival.

Bowe told Sponsorship News the new hires would lift Fairfax’s partnerships team to “about 20”, split between new business and servicing – making it the largest sponsorship department in Australia.

According to Bowe, Fairfax is the second-largest event management company in Australia and has around 80 partner brands across its events, including large-scale deals with the likes of ANZ, Westpac, Rebel, Citi and Aldi.

Bowe said the unique media model of Fairfax meant sponsors could either target local or national partnerships and gain exposure across the media company’s range of mastheads.

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