British Athletics Appoints PHAR to Consult on Sponsorship


British Athletics has appointed PHAR Partnerships to provide evaluation and consultancy on its flagship Presenting Partner sponsorship opportunity. 

The opportunity - UK’s highest-profile athletics sponsorship package – will provide for the first time, the sponsor’s branding on the athletes’ kit at major international competitions such as the European and the World Athletics Championships. 

The sponsor brand would become of the lead partner of the sport of Athletics in the UK from 2020, from grassroots all the way through to the elite British teams, also encompassing a wide range of disciplines and events each year, including Indoor Grands Prix, Junior Championships, Para Athletics, Cross-Country, Race Walking, Mountain, Trail and Ultra Running. 

PHAR has been appointed to analyse the value of the opportunity, taking into account not only the branding and other tangible benefits, but also the strength of the British Athletics brand and its personalities and the values represented by the sport of Athletics.

Ryan Murphy, Head of Commercial Sales at British Athletics said:

“We have created this opportunity to enable a brand to benefit from the ability of Athletics to offer a wide-ranging, year-round platform to engage with audiences and communities across the UK.

“It is important that we properly understand the true value of this opportunity – not just as a high-profile branding exercise but also in terms of the messages it will convey for a partner brand through association.  PHAR has designed an extremely strong and comprehensive programme of research and analysis which will provide us with the evidence, insights and credibility that we are looking for, to help demonstrate to brands the strength of the proposition and the value they can generate from it.”

Alastair MacDonald, Managing Director of PHAR said:

“With several major televised events each year and representing some really powerful values, Athletics has provided some of the most memorable sports sponsorships of the past 20 years.

“This opportunity, providing engagement throughout the sport from grassroots to glory, and now also offering branding on athletes’ kits at the major competitions, clearly represents real value to a sponsor and we are delighted to be working with British Athletics on one of the most interesting sponsorships around at the moment.”

Opportunity Assessment for £1 Billion London Olympia Development


With planning permission granted for the proposed £1 billion redevelopment of London’s historic Olympia site into a world-leading cultural hub the project’s developers, Yoo Capital, has appointed PHAR to assess the potential scale of the sponsorship opportunity.

The development will transform the 132-year-old exhibition centre into a 6-hectare arts, entertainment, events and creative business quarter, with over 40 restaurants, two world-class hotels, a 1,500-seat performing arts theatre and 1,000-seat music and events venue, alongside a jazz club and destination restaurant with speakeasy bar, a 18,580 sqm logistics centre and 62,500 sqm of new office space, conference centre and incubator hub. With award-winning practices Heatherwick Studio and SPPARC leading on the design and implementation of the project, Olympia will be set amongst 2.5 acres of new public spaces, squares, roofscapes and pedestrianized streets.

With construction due to commence in 2020 PHAR has been brought in to assess the potential value of the various sponsorship opportunities that could be created across the development, drawing on the evidence of multiple venues, arenas and leisure destinations from across the world.

“Olympia has been the London showcase to the world for thousands of businesses and millions of visitors from all over the world for over 130 years, “ explains Lloyd Lee, Managing Partner of Yoo Capital. “We have hosted the good and the great in innovation, technology, science, entertainment, food, sport and culture. When you come to Olympia, you get to touch the future. As part of a long term strategy to invest and build a genuine community in arts, entertainment and exhibitions, we are creating strategic partnerships through sponsorship with brands which share our vision for the future and wish to join us on a journey of allowing Londoners and the world to experience today what the future will look like tomorrow. It will be an extremely important part of the destination that we are creating, and PHAR’s expertise in sponsorships of this nature is of great value to us in shaping the strategy and informing our plans.”

“The plans for London Olympia indicate one of the most exciting cultural and leisure destinations to be developed in the capital city for many years,” commented Alastair Macdonald, Managing Director of PHAR. “Offering a genuinely multi-play entertainment experience in one of the most exciting district in London, the development will create a wide range of sponsorship opportunities that will be highly for brands. Our report into the size of the opportunity is probably the most comprehensive and wide-ranging of its type that has ever been produced, providing Yoo Capital with the firm evidence and insight it needs to developing strategic planning with substance and confidence.”

Sarawak Tourism Aboard AirAsia

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Sarawak Tourism Board in conjunction with Visit Sarawak Campaign 2019 launched their plane livery on AirAsia on January 2019.

The AirAsia aircraft livery is one of Sarawak Tourism Board’s marketing and advertising efforts to create visibility targeting the domestic and international markets. Working with AirAsia ensures that Sarawak Tourism generates awareness in and across the region.

Aside from the plane livery, Sarawak Tourism Board have also installed visually stimulating images of picturesque landscapes, food and culture shots, and floral and fauna indigenous to Sarawak on the overhead lockers and meal tray backs of the aircraft.

Sarawak Tourism Board’s main objective is to increase the tourist arrival in the state.
Discover more about Sarawak Tourism through their website.

Dnars Skincare Beautifying Indonesian Skies

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Well-known in their home country, Malaysian brand Dnars Skincare recently spread their wings into the Indonesian market by launching Dnars Skincare Indonesia and dressing up an AirAsia aircraft.

Aside from the plane livery, Dnars has also branded an additional three (3) Indonesian aircrafts for Seat Placements. Dnars Skincare acknowledges that to effectively spread brand awareness and market presence, they would have to partner with AirAsia, the most frequently used airline by locals in Indonesia.

The Dnars Skincare Indonesia Team

The Dnars Skincare Indonesia Team

Dnars officially launched their plane livery on the 29th of August 2019.
Learn more about Dnars Skincare through their website.

Tower Hamlets Council Hires PHAR to Advise on new Bridge


Tower Hamlets Council has appointed PHAR to assess the commercial potential of the proposed new South Dock footbridge, due to be built in London’s Canary Wharf financial district.

South Dock Bridge is a proposed new footbridge to provide a fully accessible link between South Quay and Canary Wharf. The bridge will unlock new housing and commercial developments, enhancing access to jobs, retail and town centre services. The bridge will also provide connections to the new Elizabeth line and Jubilee line stations and relieve pressure on the DLR.  South Dock Bridge is expected to be the second busiest footbridge in London after the Millennium Bridge.

PHAR has been engaged to identify and assess various options for how advertising and/or sponsorship benefits may be integrated into the bridge’s design and their potential value, and to advise Tower Hamlets on the approach that will best meet the Council’s objectives and priorities.