Over the last 18 months PHAR has been working with David Lloyd Leisure to create a brand partnership programme. Jaguar, Yakult and Zoggs are all now working with Europe’s premier sports, health and leisure group with over 80 UK clubs and a further 10 in Ireland, Holland, Spain and Belgium. • Jaguar has signed up as the central car partner and a sponsor of DLL’s outstanding junior and adult tennis programme and will run a number of events at selected clubs. • Zoggs has become the official swimming partner in a deal that will include them providing uniform for the coaches and lifeguards and consumables for DLL’s 100+ pools over the next 3 years. • As sponsor of the Lose and Shape Up course at DLL, Yakult will feature on all collateral promoting the programme and will run a series of sampling days across the clubs.
Central partnerships represent a significant step change for David Lloyd Leisure whose Head of Marketing Julie Porter believes the move was essential. “DLL is committed to working with like-minded premium brands that can engage with our members throughout the year. Not only do these partnerships provide ancillary revenue streams, they also benefit our members and give them all the more reason to stay with us. The work of PHAR is very important in not only approaching the market, but working with us to create packages that are relevant to brands.”
PHAR in continuing to find partners for DLL and is in the market talking to brands specifically about DLL’s racquet and triathlon programmes and its soon-to-launch online communities. CEO at PHAR, Marcus Wight, added “these brands have committed substantial investment over the next three years and have bought into the fact that DLL is a fantastic platform to engage with an educated, affluent, nationwide market across health and fitness. We see real potential in growing the existing partnerships and creating additional long-term ones that benefit the brands, David Lloyd Leisure and its half a million members.”