Who: M&G Investments

What: Exclusive sponsorship of the Chelsea Flower Show, including the Gala Evening on the Monday. The deal includes sponsorship of M&G’s own garden, corporate hospitality for more than 1,500 clients/spouses and staff, merchandising plus advertising and direct mail campaigns.

When: A three-year deal was struck in Autumn 2009

Why: “We looked at numerous sponsorship opportunities but felt that the Chelsea Flower Show was the first that met our criteria in full,” says Richard Miles, director corporate communications at M&G. “It gives us association with a high-calibre event that is best in class, unrivalled corporate hospitality opportunity with strong spouse appeal, and a good cultural fit. The Royal Horticultural Society and M&G share important values such as the pursuit of excellence.”

Miles also points to the demographics – there’s large overlap between RHS membership and M&G’s direct client base – and an excellent media platform to raise the profile of the M&G brand. The BBC broadcasts attract a cumulative audience of 35 million.“Initial feedback from clients and guests has been overwhelmingly positive,” he adds.