Ahead of the latest edition of the annual film awards, a look at the motivations behind BAFTAs sponsorship and the lessons for others

BAFTA – the British Academy of Film and Television Arts – runs a few awards throughout the year covering different elements of the industry. Sponsors who get involved in these awards are all likely to benefit in a similar way around the usual brand metrics of awareness, perception, consideration, purchasing and loyalty.

However, the central thrust of why they do it does differ considerably so we’ve taken a look at what these are to highlight interesting examples for other rights holders to learn from when looking to find an angle to pitch prospects.

Firstly, some thoughts on size and profile

Being the pre-eminent film awards in the UK, the BAFTAs are able to entice major companies. The average annual revenue across the 11 sponsors we analysed is a whopping $12.8 billion, ranging from Dunhill’s $47 million to Deloitte’s $67.2 billion.

BAFTAs sponsorship is also very traditional. The partner portfolio encompasses established blue-chip brands in familiar categories – Consumer Goods, Travel, Telecoms, Professional Services and Energy.

Unlike many other rights holder fields, particularly sport, there’s no Middle Eastern or Chinese brands or more ‘modern’ sectors such as crypto, fintech and pure-play online retailers that are increasingly pervasive.

BAFTAs sponsorship: selling product

Sponsor: Lancôme
Revenue: $3.9 billion
Category: Consumer Goods / Personal Goods
Designation: Beauty Partner (various)

The perfume and cosmetics house is a case study in how to use a sponsorship to directly generate product sales by showing how they’re behind “many of the dazzling beauty moments.”

Lancôme uses the BAFTAs as a channel to showcase what products its ambassadors use/wear at the events – as well as what they use in their general beauty regime – for consumers to discover and purchase them.

Their ambassadors include both actors (front of house) and make-up artists (back up house). The brand is brilliant at promoting these what-the-stars-wear ‘reveals’ on their own digital channels but crucially in popular fashion and beauty magazine articles and interviews. The brand essentially makes the discovery journey really easy for consumers to get their hands on the very products used by the stars.

Sponsor: Ecotricity
Revenue: $587.8 million
Category: Utilities/Energy
Designation: Partner (TV Craft Awards)

The Gloucestershire-based renewable energy provider ultimately uses its association with BAFTA to sell more energy tariffs but does so in a more subtle way than Lancôme.

This arrangement enables them to “bring green energy solutions to the TV industry” in two ways. Firstly, by giving Ecotricity the ability to connect directly with industry leaders and show how the firm’s 100% renewable energy offering can help drive positive change within the entertainment industry.

Secondly, the brand partners with BAFTAs Albert – an environmental initiative aiming to encourage sustainable film and television production. Members of Albert can potentially qualify for preferential prices with Ecotricity.

BAFTAs sponsorship: showcasing capability

Sponsor: Deloitte
Revenue: $67.2 billion
Category: Professional Services / Consultancy/Tax
Designation: Academy Partner

The firm, one of the “Big Four” accountancy firms, plays a relatively unknown role in that it is the official ‘vote scrutineer’. Its Audit & Assurance team work with BAFTA to make sure the voting process is rigorous, secure, diverse and fair. Deloitte uses the partnership to showcase its prowess in this area, stating: “Audit and assurance isn’t just about numbers and spreadsheets; it’s about people.”

Sponsor: TikTok
Revenue: $16.1 billion
Category: Media & Entertainment / Broadcasting
Designation: Partner (Film Awards)

The social media platform uses the BAFTAs to “showcase our commitment to amplifying the best in entertainment and cementing TikTok’s place as the home of entertainment.”

The awards shows how the platform is a key destination for creators, publishers and audiences and how it “drives conversation and cultural moments that resonate globally.” TikTok also makes a big play on how it’s helping the film industry by “transforming how audiences discover and engage with the art of film.”

Sponsor: ghd (Good Hair Day)
Revenue: $1.8 billion
Category: Consumer Goods / Personal Goods
Designation: Hair Partner (Film Awards)

The manufacturer of hair styling tools such as straighteners and dryers is one of a group of sponsors who take part in the Nominee Style Suites at The Savoy ahead of the awards ceremony. Here BAFTA Film nominees are able to have their hair styled ahead of the event using ghd’s products.

It reinforces how the brand and its products have been a pioneer in setting hair trends and encouraging people to embrace creativity “not only on the red carpet but in all aspects of their lives. It celebrates empowerment in hair, giving individuals the tools to create red-carpet worthy hairstyles.”

Sponsor: Schwarzkopf Professional
Revenue: $678 million
Category: Consumer Goods / Personal Goods
Designation: Hair Partner (TV Awards)

The BAFTAs sponsorship for Schwarzkopf Professional is about promoting the hair care product manufacturer’s ‘Partners in Craft’ initiative which provides tools and support to help hairdressers realise their career ambitions.

The BAFTAs enables it to highlight both the firms commitment to excellence in hairdressing but also providing a pretty unique platform for stylists to gain invaluable experience outside the salon environment.

As part of the deal, a small group of hairdressers from across the UK get to showcase their skills by doing the hair styling for some of the high-profile guests – using Schwarzkopf’s products of course.

BAFTAs sponsorship: Fan Engagement

Sponsor: EE
Revenue: $678 million
Category: Telecoms / Mobile Telecoms
Designation: Title Sponsor (Film Awards)

EE is relatively unique in using the sponsorship to improve the fan engagement experience.

Over the years, the brand has activated in a variety of ways to showcase how its network, technology and creativity can create new and exciting opportunities for film fans to be part of and get closer to the action.

A notable example is how EE created the ‘The World’s First 5G Powered AI Stylist’. The brand leveraged a then-new social phenomenon in AI influencers and used a combination of innovative technologies, including state-of-the-art holographic technology to bring digital supermodel Shudu (a virtual influencer) to life on the red carpet powered by EE’s 5G network.

Shudu helped film and fashion fans shop the red carpet looks from home – and over 40,000 fans did exactly this, shopping for affordable versions of the attire worn by the stars.

As EE’s director of brand marketing said: “Watching guests’ reactions to Shudu was incredible, but the most exciting bit for us was the fact we were able to offer those at home the chance to get involved on the night.”

BAFTAs sponsorship: values alignment

Sponsor: P&O Cruises
Revenue: $3.8 billion
Category: Travel & Tourism / Accommodation & Cruise Lines
Designation: Headline Sponsor (TV Awards)

The cruise line’s sponsorship is centred on reinforcing what the brand is all about. Firstly, what the company itself is about as the two parties are “iconic British brands, both steeped in heritage and with huge synergies in entertainment and experience.”

Secondly, about the product/offering in that their cruises and the BAFTAs “both whisk you away from the reality to connect with others and get away from the everyday. Just like holidays, TV provides escapism from the everyday.”

Sponsor: dunhill
Revenue: $46.6 million
Category: Consumer Goods / Clothing & Apparel
Designation: Supporting Partner (Elevate Awards)

The British luxury goods brand says the BAFTAs is “intrinsic to our DNA as dunhill’s association with the screen industries dates back over a century.” dunhill points out how Hollywood stars, from Frank Sinatra to Truman Capote, have come to dunhill for decades “for exquisite eveningwear and continue to be a source of inspiration for collections today.”

In a more specific activation, the partnership also solidifies dunhill’s commitment to the industry and galvanising important change within the sector. It supports Elevate, BAFTA’s bespoke programme of professional development offering mentoring, tailored masterclasses and networking opportunities. Specifically, dunhill’s role in supporting up to 20 mid-senior development producers, producers, directors and producer-directors from underrepresented backgrounds.

Sponsor: Bulgari
Revenue: $37.5 billion
Category: Consumer Goods / Accessories
Designation: Jewellery and Watch Partner (Film Awards)

For the luxury accessories brand, the rationale for BAFTAs sponsorship is simple: “it reflects our shared commitment to recognizing and elevating exceptional talent.”

In addition, the awards enable Bulgari “to celebrate and extend its rich cinematic history. Bulgari’s love affair with film has spanned generations with jewellery featuring in over 40 motion pictures.”

Sponsor: The Savoy
Revenue: $81.0 million
Category: Travel & Tourism / Accommodation & Cruise Lines
Designation: Jewellery and Watch Partner (Film Awards)

In a similar way to Bulgari, the iconic British hotel brand uses the awards to reinforce how “synonymous it is with entertainment, glamour and sparkle.”

Crucially, the Savoy also hosts the Nominee Style Suites where attendees can “get red-carpet ready” around make-up, hair, and jewellery styling, with fellow sponsors Lancôme, GHD and Bulgari.

In summary

These different motivations (and activations) provide an array of ideas around how rights holders can generate interest from potential sponsors by creating a compelling angle or hook.

This relies on understanding clearly what your organisation represents and looking for companies who’ll be able to showcase, in turn, what they represent through either associating with your organisation or specific activation capabilities or a mixture of both.