Who: Aberdeen Asset Management

Objective: To create a partnership that supports Aberdeen Asset Management’s investment in young people and local communities, while staying true to the company’s Scottish roots.

Strategy: Aberdeen Asset Management sponsors a distinct group of worldwide rowing and maritime events, from sponsorship of the prestigious Cowes Week, to helping fund the Scottish Traditional Boat Festival in the company’s home city.

Rationale: With 30 offices in 23 countries, Aberdeen Asset Management’s sponsorship focuses on events in key cities and countries. “Encouraging young talent has always been a cornerstone of our strategy and we support events which help us to achieve this aim,” says James Thorneley, group communications manager. “Our support goes beyond the financial and in some cases includes hands on planning support for University events, design, PR and marketing assistance.” The annual Aberdeen Universities’ Boat Race remains close to the company’s heart, as many graduates of the city of Aberdeen’s two universities subsequently join the company. When the popular Scottish Traditional Boat Festival faced funding problems which almost forced its closure, Aberdeen stepped in to ensure the event’s future.

Evaluation: Cowes Week attracts 1000 competing boats and 10,000 visitors each year, providing high visibility for Aberdeen Asset Management. The company’s sponsorship of boating events builds local community relations and has increased its profile in the important University Endowment investment sector, as well as contributing to its recruitment communications through strong links with higher education.