Commercial
Partnerships

We connect global brands with over 25 million consumers per year to create meaningful relationships at the world’s most iconic events. Our expertise lies in elevating fan experiences and driving growth through strategic and innovative activations.

Amplifying Global Brand Partnerships

 

We collaborate with our brand and venue partners forging strategic relationships that drive brand growth and leave a lasting impact on audiences.

 

  • EXPERIENTIAL
  • PRODUCT SAMPLING
  • BRANDED POS
  • ASSET & OUTLET BUILD
  • BRAND ASSET PLACEMENT
  • MERCHANDISE
  • BRANDED BARS
  • AREA TAKEOVERS

EXPERIENTIAL

Consumers look for brands they know at events, and providing a way for event goers a way to interact with their favourites creates memorable moments and provides a better experience overall. Whether it’s a giant deck chair or an interactive VR experience, we can help brands connect to their consumers.

PRODUCT SAMPLING

Our event-goers are always ready to get involved in the action. A captive audience, looking for fun and often with time to spare. Everybody loves a freebie, so fun, interactive sampling is a great way to push new products. We can include sampling throughout our event calendar or can even set up a completely bespoke roadshow, touring locations of your choice. Key metrics recorded through data capture and surveys.

BRANDED POS

Branded POS such as bar runners, uniform, and product displays is a great way to elevate brand presence at an event. Branded POS has proven to encourage more frequent impulse purchase decisions.

ASSET & OUTLET BUILD

A bespoke unit or vehicle creation provides long term brand exposure whilst offering volume sales. Our build team are experienced in cost effective, creative solutions. We can advise and events and venues from our calendar to best fit brand objectives and manage everything including procurement, transport and staffing.

BRAND ASSET PLACEMENT

Our events and venues are always looking out for new and innovative assets for enhancing their customer experience. If you have a branded unit or vehicle, let us manage the procurement, logistics, staffing and transport. You can rely on us to be your brand champions, protecting your reputation across everything, from logo placement to “the perfect serve”.

MERCHANDISE

Distributing merchandise is an effective way to put brands in hands. Wearable merch such as caps and sunglasses mean consumers become walking adverts for their favourite brands, and many will continue to wear these outside of the event.

BRANDED BARS

We have a number portable bar/catering units and beer carts, each of which can be branded and decorated as a promotional piece. Some venues also have capacity for branded marquees and outdoor seating areas. We can work with any assets you may have or have décor produced in line with brand guidelines.

AREA TAKEOVERS

Create a relaxation area for event-goers to truly immerse themselves in your brand. Somewhere to take time out from the action.

Brand Activation Services

From the initial spark of a concept to the development of fan zones or cutting-edge digital assets, we are your partners in raising your brand’s visibility to a captive audience. Our activations are designed to engage audiences and amplify brand presence leaving behind lasting impressions with consumers.

Immersive

Experiential Campaigns

From executing large scale nationwide roadshows and guerilla sampling campaigns, to building branded outlets, our team can offer a range of services to create brand impact. Delving deep into the heart of brands like Coca-Cola, Cadbury, and Doritos, we create experiences that resonate with consumers beyond the moment.

Innovative Digital Solutions

We harness the power of cutting-edge digital solutions to deliver engaging brand content. Showcase your brand across multiple digital formats including state-of-the-art large screens, groundbreaking VR and AR experiences, and interactive technology.

Amplifying Brands Across Touchpoints

We ensure fan touchpoints are optimised for brand awareness and sales generation. Whether through digital screen placements, eye-catching POS, or enticing meal deals featuring your brand, our partners maximise brand exposure across our events and venues.

Brand Asset Placement

Utilising our calendar of 650+ event days, we can strategically place your branded F&B asset at the perfect events to reach your target audience. Our expertise in event planning and brand placement ensures your brand gets the exposure it deserves, enhancing fan experiences and driving brand loyalty. We have experience building and executing F&B concepts for recognised brands including Costa Coffee, Doritos, West Cornwall Pasty, Coca-Cola, Schweppes and German Doner Kebab to name a few.

Meet the Team

  • LISA PERKINS
    Commercial Partnerships Director
  • LUCINDA TAYLOR
    Head of Partnership Activations
  • MICHAEL JONES
    Head of Commercial Relationships
  • JESS HUNT
    Account Manager
  • SAM GRANT
    Senior Account Executive
  • ASHLEIGH JACKSON
    Senior Account Executive

LISA PERKINS

Commercial Partnerships Director
Lisa joined the Freemans Event Partners Marketing Team in 2018, and with over 25 years’ experience in leading large teams to deliver all aspects of brand engagement and experiential campaign in a variety of different formats, Lisa saw an opportunity for growth across global brand partners and was instrumental in creating and developing the Freemans Event Partners Commercial Team. Throughout her career, Lisa has worked throughout Europe and Australia creating business opportunities and has been instrumental in delivering key brand projects for major players at high-profile events, including the 2012 London Olympics and UK-wide Torch Relay as well as Formula One Grand Prix, 2014 and 2022 Commonwealth Games, The Ryder Cup in Rome, the Six Nations Allianz Stadium, Major League Baseball London Series and more recently the Paris Olympics 2024. Lisa’s expertise spans across a wider portfolio of FMCG brands across food and beverage, Health and Beauty, Gaming, Lifestyle, and electrical, and has a passion for building long-lasting partnerships. Lisa drives an outstanding portfolio of Global brand and venue partners including Coca-Cola, PepsiCo, American Express, Brown Foreman, Diageo, Heinz, Red Bull, Cadbury, London Stadium, Badminton Horse Trials, DP World Tour, Twickenham, Murrayfield, and Wembley, and together with her team create enhanced consumer fan engagement through an array of experiences at live events.

LUCINDA TAYLOR

Head of Partnership Activations
Lucinda joined Freemans Event Partners in 2019 from a leading brand activations agency. With over 18 years’ experience, she is passionate about experiential marketing and brand activations, delivering numerous brand activation projects throughout her career. Working with some of the biggest FMCG brands, she has managed experiential roadshow campaigns, PR launches, brand-to-hand sampling projects, trade and exhibition stand builds, and bespoke activation builds. Since being at Freemans Event Partners, she has played a key role in growing and developing the Commercial Partnerships team, as well as nurturing existing brand relationships and evolving new ones with our brand partners, ensuring their brand thrives at our event and is at the fore front of consumers’ minds.

MICHAEL JONES

Head of Commercial Relationships
Mike joined Freemans in 2024 and has over 14 years of experience in partnerships and account management. Mike has specific experience in brand and affiliate partnerships, promoting brands through digital platforms. He has managed successful partnerships with the likes of Apple, Samsung, JD Sports, Turtle Bay, Halfords, Tusker, BHSF, Blackhawk, Vodafone and GoCompare to name a few. Mike is passionate about building mutually beneficial relationships.

JESS HUNT

Account Manager
Jess joined Freemans Event Partners in 2021 and has been involved in brand activations at the biggest events in the UK. In her role of Brand Partnerships Account Manager, Jessica works closely with brand partners and event sponsors to help grow product engagement and sales through innovative activations on site. Jess has experience working client-side for a range of household brands in previous roles including Specsavers, Mulberry England and the Queens Park Rangers Football Club.

SAM GRANT

Senior Account Executive
Sam joined Freemans in 2022 after having graduated from the University of Plymouth. He has worked with some of the UK’s most recognisable brands, including Coca Cola, KitKat, and Heineken to deliver ehanced branding and activations at various UK events. He was also part of the team which delivered sponsorship branding for Pepsi and Peroni at the 2023 Ryder Cup in Rome.

ASHLEIGH JACKSON

Senior Account Executive
Ashleigh became part of the Freemans team in 2023, bringing experience from her previous role at a local wedding and events venue. Since joining, she has contributed to various accounts within the Freemans brand portfolio, with a particular passion for experiential campaigns and roadshow tours. Notably, Ashleigh has been involved with the JD & Coke truck tour since it’s inception in 2023, thriving on guiding projects from initial concept and design through to successful execution.
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