Magazine article Marketing

Orange Charity Split despite PM Backing

Magazine article Marketing

Orange Charity Split despite PM Backing

Article excerpt

Suspension of Orange RockCorps sponsorship hints at demise of mobile brand.

Orange has put its sponsorship of the RockCorps gigs on hold, in a decision that will add to speculation that the mobile brand will be dropped by parent company Everything Everywhere.

The news comes despite the programme receiving an endorsement from Prime Minister David Cameron, who credited it with making 'a difference to communities all over the country'.

An Orange spokesman said it had decided not to hold a standalone London gig this summer because of the packed events calendar in the capital. He said that it would continue its partnership with RockCorps through its Collective programme, which rewards those doing voluntary work with vouchers for Ticketmaster gigs.

A source close to the situation said RockCorps has started to seek a new sponsor to host standalone gigs in the autumn and is continuing its Collective programme as a way of maintaining ties with charitable partners.

The gigs are likely to take place in September or October, to avoid clashing with the London 2012 Olympics. …

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