Europcar Appoints Sports at SMG to Drive Sponsorship Activity

Starcom MediaVest Group (SMG) has today announced that Sports at SMG, its dedicated sports and event marketing practice, has been appointed to activate and manage Europe’s leading car hire company Europcar’s sports related sponsorship activity.

Briefed with increasing brand awareness and driving preference within the category, initial activity will see a partnership with Arsenal Football Club, which names Europcar as Arsenal’s official car and van rental partner. The activity aims to capitalise on the synergies between Europcar and Arsenal’s brand values, focusing on innovation, quality and social conscience and forms a major pillar in the brand’s marketing. The new partnership sees Sports at SMG manage the global rights and activation.

Ken McCall, Managing Director, Europcar UK Group said:  “The partnership with Arsenal Football Club marks us as a pioneer and gives us fantastic branding opportunities in the UK, as well as reaching millions of football fans who follow the Premier League throughout the world. We are looking forward to working with SMG to maximise the exposure for the brand, as well as raise the bar on our engagement with both consumer and business customers.”

Robin Clarke, Managing Director, Sports at SMG said, “We’re excited to be working with Europcar on building and optimising its sponsorship portfolio. The team, embedded alongside our media operation, will work hand-in-hand to drive tangible success for them through several experience based activations.”