Supporting superbrands: the role of high-tech suppliers
A Pittards case study

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Page 7: The importance of sponsorship

As a company heavily involved in supporting sporting excellence, Pittards sees carefully targeted sponsorship as an important ingredient of its business activity. A good example of this is the BT Global Challenge, a ten month Round The World yacht race in which crews fight against the prevailing winds. Pittards has been involved twice as a business sponsor of the race and with the aid of its partners has provided appropriate leather products such as gloves and footwear for this particularly demanding challenge because boats race 'the wrong way' round the world - against the prevailing winds and tides. Being involved in the race also allows Pittards to find out more about its products at 'extreme' levels, for example by investigating the impact of salt water on the leather products.

Results from this research enables the company to improve the qualities of its products. In addition, Pittards directly sponsors individuals including Jeanette Brakewell, Britain's Olympic silver medallist at three day eventing. Pittards provides the leather in her saddle and gloves and is pleased to be associated with this highly successful individual.

Pittards | Supporting superbrands: the role of high-tech suppliers