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SBD Global/March 14, 2013/Marketing and Sponsorship

Management Consultant Accenture Ponders Move Into Cycling Sponsorship

Management consultant Accenture is "considering a move into cycling sponsorship and is expected to renew its sponsorship as the official technology partner of the RBS 6 Nations rugby tournament," according to John Reynolds of MARKETING MAGAZINE. The U.K. arm of Accenture initially signed up as an RBS 6 Nations sponsor for the '12 and '13 seasons. Accenture is "now expected to extend this contact for at least another two years." U.K. and Ireland Accenture Managing Dir of Marketing and Communications Peter Thomas said, "We are in discussion with the 6 Nations about what the next period would look like. We want to be involved in the sport and think it matches our audience." Accenture's sport sponsorship focus in the U.K. "is on rugby and sailing." However, it is "considering a move into cycling sponsorship." Thomas said, "There is the possibility of doing something in cycling. We are tracking it." It is "unclear if Accenture is looking to align itself with an individual team or a particular event" (MARKETING MAGAZINE, 3/13).
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