Hockey shortlisted for Scottish award
16 Feb 2006 12:21
Scottish Hockey Union: Sandwich giant SUBWAY and the Scottish Hockey Union have been shortlisted for a prestigious Scottish Sports Sponsorship Award in recognition for the sponsorship of the SUBWAY Eat Fresh National Hockey Leagues in Scotland.
The sponsorship covers the national men and women's league competition in Scotland with SUBWAY securing title rights in exchange for a comprehensive package of benefits to the sport, both financial and in kind.
SUBWAY entered into the sponsorship with the key objective of boosting the brand's profile in Scotland by increasing awareness and brand recognition. In addition, they were keen to promote their products as the healthier alternative to traditional fast foods. Linking with a sports governing body provided increased credibility for the brand.
For hockey a key aim was to provide additional benefits to the membership both directly through the offerings from the sponsor and indirectly through the use of new funds. Also important was the opportunity to raise the profile of hockey in Scotland, particularly in the student market, and to encourage people to take up the sport as part of a more health conscious, active lifestyle. With SUBWAY already operating in that market collaboration was identified as an ideal way to meet those aims.
Both parties felt that there was a real fit between sponsor and sport with both striving to promote healthier lifestyles in keeping with the Scottish Executive's Sport 21 Vision for Scotland. The partnership has grown with SUBWAY now the shirt sponsor for Scotland's senior men and women's teams.
The judging panel for the Sports Sponsorship Awards commended the exceptional increase in the quality of the entries this year so reaching the final is a reflection of the calibre of the sponsorship.
Scottish Hockey has previously been shortlisted for its sponsorships with leading law firm Shepherd+ Wedderburn (The Shepherd+ Wedderburn Scottish and National League Cups) and received a commendation for the RAF Careers sponsorship of hockey's youth activities.
The winners will be announced at the Awards Ceremony and Business in Sport Dinner on 4 May 2006 at the Radisson SAS Hotel in Glasgow.