A music awards with multiple cross media sponsorship partnerships.

The challenge

The Q Awards are attended by icons of the music industry including The Rolling Stones, Paul McCartney, Elton John, Oasis and Robbie Williams. It is a show that you don’t want to miss. This year it was hosted by Christian O'Connell at the Grosvenor House Hotel, with 470 guests in attendance. Our challenge was to increase our sponsorship revenue of the Q awards year on year through gaining new client sponsors and to raise awareness of the prestigious Q awards themselves.

Our Approach

We needed to get a headline sponsor to enable the event to happen, but we also decided to look into secondary, car and beer sponsors to add content to the event and generate more revenue.

The Idea

Sony were our headline sponsor. They wanted to have the exclusivity of being backstage at a music event and to be closer to the artists. For Sony, we integrated a tablet wall into the step and repeat branding boards, bringing Sony even closer to artists on the red carpet. In addition, Sony also brought a video booth into the drinks reception. The talent were able to go into the booth and answer questions from fans live.

They were supported by Carling as our beer sponsor – a perfect partnership as they started a new campaign to bring music artists together. Carling was the only brand of beer being served at the event. Their branding extended from the beer bottle to branding the back bar, own glasses, bottle openers on every table, branded ice buckets and their own waitresses in a Carling uniform. Carling also provided branded fridges filled with their own products for the Q Press room.

Citroen were our car partner – who were able to drive talent to and from the venue. We also had a company Buster + Punch design the award and a vodka brand, Staritsky Levitsky, bring in their own bar. In addition, Gibson Guitars came on board and created the Gibson Les Paul Award with subsequent activation.


All partnerships received sponsorship integration pre event (in mag editorial, advertorials, online, social media), at the event (on screen, sponsored awards, tables for hospitality) and post awards (in mag, online, social media.) There was a huge amount of PR coverage across national newspapers, radio and TV, with PR value estimated at £4,971,476 and total PR Opportunities to see of 43,180,100.

There were over150 mentions of lead Sponsor, Sony Xperia Access across print, broadcast and online.

It was a pleasure dealing with Sianne from the events team in realising our expectations as an Associate Sponsor of the Q Awards. They went over and above in delivering the brief and nothing seemed to be too much trouble.

David Bower Gibson Brands



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