Who are we
At Reg&Partners, we go beyond just making introductions. We craft bespoke proposals and campaigns tailored to your needs, secure partnerships that align with your brand’s vision and actively manage agreements to ensure long-term success. As a trusted sponsorship and partnership agency, we deliver value through collaboration and innovation.
Our team is your partner every step of the way, bringing creativity strategic insight and tireless dedication to every project.
We are long standing members of ESA (European Sponsorship Association) and Karen Morris, our founder, has written the ESA Guide to Sponsorship for Rights Holders.
Meet the team
Leadership
Partnerships and sponsorships Team
FAQs
WHAT IS SPONSORSHIP?
Sponsorship is a commercial partnership in which a brand provides financial, in-kind, or promotional support in exchange for agreed rights and benefits that help achieve its business objectives.
Modern sponsorship is about much more than logo exposure. It is increasingly focused on audience engagement, storytelling, employee engagement, social impact, ESG objectives, measurable return on investment (ROI), and long-term strategic value. The strongest sponsorships create value for both the brand and the rights holder.
WHAT IS BRAND PARTNERSHIPS?
A brand partnership is a collaborative relationship between two organisations that work together to create mutual value through marketing, content, experiences, products, communities, or a shared purpose.
Brand partnerships can take many forms, including on-pack promotions, in-box sampling, creative sales and competition mechanics, joint marketing campaigns, digital content, customer engagement programmes, hospitality, social impact initiatives, employee engagement activities, and experiential activations.
Unlike a traditional sponsorship, a brand partnership is often more integrated and co-created. The focus is on combining audiences, capabilities, assets, and brand values to develop campaigns and experiences that deliver meaningful commercial and reputational benefits for both organisations. The most effective partnerships create outcomes that neither party could achieve as successfully on its own.
WHAT IS LICENSING?
Licensing is the process of granting permission for another organisation to use intellectual property (IP), such as a brand, logo, name, imagery, characters, content, or other protected assets, in return for a fee, royalty, or other commercial consideration.
Licensing allows rights holders to extend their brand into new products, services, categories, or territories while maintaining control over how the IP is used. A successful licensing programme requires clear contractual terms, brand protection, quality control, and a strong understanding of the commercial potential of the IP.
WHAT IS LOYALTY OR LOYALTY PARTNERSHIPS?
A loyalty partnership is a commercial relationship designed to help a business build a stronger and more valuable relationship with its customers by encouraging ongoing engagement and repeat behaviour.
Typically, a brand will offer customers rewards, exclusive content, experiences, discounts, points, prizes, or added-value benefits in return for actions such as:
– making a purchase
– using an app or digital platform
– visiting multiple times
– increasing spend
– trying new products or services
– sharing data or preferences
– referring friends
– engaging with campaigns or content
Loyalty partnerships are commonly used by retailers, hospitality brands, travel companies, financial services, entertainment platforms, and sports or leisure businesses. The objective is not simply to generate a one-off sale, but to create longer-term customer affinity, increase retention, encourage repeat visits, and strengthen lifetime value.
These partnerships often involve two or more brands combining their audiences and rewards to make the proposition more compelling. For example, a customer may earn points with one brand and redeem them with another, or receive exclusive experiences that deepen their emotional connection with the brand.
Unlike a traditional sponsorship, a loyalty partnership is primarily focused on customer retention and behavioural change, using incentives and engagement mechanics to encourage customers to return more often, spend more, and remain active within the brand’s ecosystem.
HOW DOES REG&PARTNERS WORK WITH CLIENTS?
We work as strategic commercial partners to rights holders, sports properties, venues, events, cultural organisations, charities, and brands.
Our approach typically includes:
– Evaluating the commercial opportunity
– Identifying and prioritising valuable rights and assets
– Benchmarking against comparable opportunities
– Developing a compelling proposition
– Creating professional sales materials
– Building a targeted prospect pipeline
– Approaching brands and agencies directly
– Leading meetings, negotiations, and deal structuring
– Supporting contract completion and partnership delivery
– We tailor every programme to the client’s objectives rather than applying a generic sponsorship package.
HOW DO YOU CHARGE FOR YOUR SERVICES?
Typical models include:
– Project fee for Strategy dependent on scale
– Retainer per month for 9 months
– Commission / success fee – typically 15%
– Hybrid model
We agree the structure in advance, with complete transparency on what is included, how fees are calculated, and when payments are due.
HOW DO YOU APPROACH THE SALE OF RIGHTS?
We start by understanding what is genuinely valuable, distinctive, and deliverable.
Our sales process is built around:
– Audience and data
– Natural alignment
– Tailored ideas
– Direct outreach
– Creative thinking
– Long-term value
We believe sponsorship is a consultative sales process, not a volume sales exercise.
HOW DO YOU EVALUATE A SPONORSHIP OR BRAND PARTNERSHIP OPPORTUNITY?
As a sales agency, we only want to take opportunities to market if we believe the valuation is credible and achievable.
Winning a sales mandate is not enough; we must be confident that the rights can realistically be sold and delivered.
Our evaluation includes:
– Asset audit
– Audience analysis
– Benchmarking
– Deliverability review
– Brand fit
– Measurement potential
HOW DO YOU VALUE SPONSORSHIP RIGHTS?
Valuation is not a fixed formula. We consider audience quality, reach and engagement, exclusivity, content potential, hospitality, data opportunities, ESG value, market demand, comparable deals, term length, activation potential, and delivery costs.
What should rights holders think about when pricing sponsorship?
Key considerations include:
– Business objectives
– Audience uniqueness
– Measurability
– Exclusivity
– Activation support
– Delivery costs
– In-kind value
– Agreement length
– Market interest
WHY ARE REG&PARTNERS CONSIDERED EXPERTS?
– Operating since 2003
– Senior leadership with extensive rights holder, agency, and brand experience
– Judges for the European Sponsorship Association Awards
– Karen Morris is the author of the ESA Guide to Sponsorship for Rights Holders
– Experience across sport, culture, venues, events, community, and purpose-led partnerships
DO YOU ONLY WORK IN SPORT?
No. We work across arts and culture, venues and destinations, events and festivals, charities and non-profits, community and social impact programmes, corporate partnerships, and licensing opportunities.
WHAT MAKES A PARTNERSHIP SUCCESSFUL?
Successful partnerships are:
– Strategic
– Relevant
– Creative
– Deliverable
– Measurable
– Collaborative
CAN YOU HELP IF WE ARE NOT READY TO SELL YET?
Yes. We can support commercial audits, asset identification, valuation, packaging of rights, audience analysis, sponsorship strategy, sales materials, internal planning, and delivery readiness.
HOW LONG DOES IT TAKE TO SECURE A SPONSOR OR PARTNER?
Depending on the scale of the opportunity, the process can take from a few months to more than a year. Budget cycles, stakeholder approvals, procurement processes, and strategic alignment all influence timing.
WHAT IS YOUR PHILOSOPHY?
Creativity, tenacity, honesty and diligence
We believe the best partnerships are those that are strategically aligned, realistically valued, professionally sold, and successfully delivered. We would rather build a partnership that lasts for years than sell a deal that cannot be fully realised.
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