Magazine article Marketing

Npower Marketing to Focus on Charity Ties

Magazine article Marketing

Npower Marketing to Focus on Charity Ties

Article excerpt

Energy company looking to swap sponsorships for 'community-led' initiatives.

Npower is looking to shift its marketing strategy away from sport sponsorship in favour of partnerships with charities to improve its brand perception.

The energy company is looking to reinvest the pounds 7m a year it will save from the ending of its deal with the Football League in community-led initiatives that will follow in the footsteps of its flagship charity partnership with Macmillan Cancer Support.

Npower's three-year sponsorship of the League ends in May. Last year, it also terminated its 10-year sponsorship of domestic Test cricket, while up until 2010 it was the shirt sponsor of rugby union club Worcester Warriors.

Its tie-up with Macmillan includes a 'fuel-management programme', which offers financial support and advice to cancer patients who are affected by 'fuel poverty'. Macmillan claims the partnership, due to continue until 2014, has raised pounds 5m since being introduced in 2004.

Discussions are under way between Npower and agencies about how the business can partner the charitable sector and benefit from an association with those brands. …

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