Magazine article Marketing

Barclays Poaches First Sponsor Chief from BA

Magazine article Marketing

Barclays Poaches First Sponsor Chief from BA

Article excerpt

Barclays has lured British Airways marketer Andrew Dufty to be its first sponsorship chief, with a remit to build a strategy across the Barclays, Barclaycard and Woolwich brands.

Dufty, who headed BA's sponsorships, including its association with the London Eye, joined Barclays earlier this month in the new role of head of sponsorship and marketing alliances. Group marketing director Simon Gulliford has created the position to align sponsorship with Barclays' overall brand positioning and strategy. Dufty will report directly to Gulliford.

Barclays has a number of high-profile sponsorships, the most notable being Barclaycard's pounds 16m-a-year title backing of the FA Premier League, which has two years to run.

The group also backs golf's Scottish Open and has an association with The Royal National Theatre. However, there are concerns within the group that its sponsorship has not functioned as part of a unified marketing strategy.

The Premier League sponsorship, which is being used by Barclaycard to further the company's international development ambitions, and to launch a series of card products, was unexpected when it was announced last summer. …

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