Brand Partnerships
Working across partnership procurement, account management and activation.
Below is a snapshot of some of the leading brands I have worked closely with across brand strategy, alignment identification, rights delivery, joint initiatives, and activation.
Allianz Stadium, Twickenham
In August 2024, Twickenham Stadium was renamed Allianz Stadium — the first name change since it opened in 1909. With 82,000 seats, it remains the world’s largest rugby union venue and the home of England Rugby, also hosting major tournaments, international fixtures, concerts, and cultural events.
My Role
I played a leading role in the working group securing the £100m+ landmark agreement working closely with key leaders at Allianz. I led the creation of a full stadium identity — including brand strategy, logo, positioning film, and brand world — ensuring it resonated with the partner (Allianz) and their 'family of stadiums', England Rugby fans, and 3rd parties. I then lead a cross-functional team of 40+ to transform every consumer touchpoint (digital, physical, internal, and external) with 100% accuracy in just six weeks, launching ahead of England v New Zealand, the first match under the new agreement.
England Rugby | O2
O2 & England Rugby Partnership
For over a decade, I’ve played a key role in the long-standing partnership between O2 and England Rugby. This has included leading the ground-breaking national participation programme, O2 Touch, as well as driving joint activations around Rugby World Cups with England Senior Men and major moments in the rise of the Red Roses.
I’ve worked to ensure O2 maximises the value of its partnership, while safeguarding and advancing England Rugby’s brand and strategic objectives. Every collaboration has been built to deliver mutual benefit—with shared success and genuine progress at the heart of our work together
England Rugby x British Airways
Established in 2018, the England Rugby x British Airways partnership positioned BA as the principal partner of Twickenham Stadium. I led the creation of a unified brand identity for the stadium, collaborating with Thisaway Creative to develop a distinctive brand mark and comprehensive toolkit covering wayfinding, digital, and physical assets.
I worked closely with British Airways on their fanzone activations and stadium branding, ensuring each touchpoint reflected BA’s premium positioning and resonated with target audiences. I also delivered a range of in-stadium activations, including the BA Centenary half-time show featuring comedians John Culshaw, Joel Dommett, and Russell Kane.
