Category: News

TECNO appoints Right Formula for their football partnerships

Right Formula is delighted to announce a strategic marketing partnership with global premier mobile handset and technology leader TECNO following a competitive pitch process.  

The partnership will see Right Formula activate multi-territory digital strategies and campaigns as part of TECNO’s sports sponsorship of Premier League giants Manchester City.

With focus on executing the delivery of audience-led digital content that drives global engagement, share of voice and brand growth across TECNO’s key markets, Right Formula will also offer consultancy across the company’s other marketing verticals to help strengthen its position within the sports sponsorship landscape.

TECNO first partnered with City in 2016 in a bid to grow its strategic marketing and advertising activity across the globe, and now operates in more than 60 emerging markets across Africa, South East Asia, South Asia, the Middle East, Europe and South America. 

Right Formula Founder and CEO, Robin Fenwick, said: “We’re thrilled to be working with TECNO and excited to help digitally activate their partnership with one of the biggest football clubs in the world.


“Our football and digital-related client portfolio continues to expand and we’ve already thoroughly enjoyed working with the TECNO team to help deliver an engaging digital campaign in time for the busiest period of the football calendar over Christmas and New Year.

“In what has been a difficult and uncertain year, we’re delighted to have maintained the relationships we hold with all of our retained clients, and are pleased to add another to our roster ahead of 2021.”  

Danni Xu, CMO of TECNO, added: “With their strategic and digital capabilities, we have no doubt Right Formula are the suited partner to help us achieve our objectives with our important Manchester City partnership.

“Right Formula are highly experienced operators in elite football and in initiating digitally-focused campaigns. Their credentials in this space made them the standout performer in the tender process and the perfect partner for TECNO.

“We now look forward to working with the team throughout a busy final month of the year and in future years.”



Right Formula launches new podcast titled: The Winning Formula

Right Formula is pleased to announce the launch of an exciting new podcast that will tackle the pressing issues dominating the international sport industry. 

Titled The Winning Formula: How to succeed in the business of sport, the podcast will involve key insight from leading names across Sports Sponsorship, Marketing, Brands, Events, Athletes, Public Relations and the Media. Tapping into the unique industry experience of guests, we aim to get under the skin of what it takes to truly succeed in today’s competitive sporting landscape.

The pilot episode, featuring one of Britain’s sporting greats, will be available for download across all major podcast providers, including iTunes, Spotify and the GooglePlay store from Tuesday 26th May.

In its maiden outing, The Winning Formula explores topics such as an athlete’s right to personal marketability at global competitions, purpose-driven sponsorship collaborations, the growing issue of post-competition athlete transition and more. 

Hosted by Right Formula Head of Communications Ben Nichols, who was formerly head of Media Relations for WADA and Director of Communications for the Commonwealth Games Federation, we also speak to Robin Fenwick, Founder and CEO of Right Formula, to preview some of the key talking points with the soon-to-be-revealed main guest.

Speaking about the launch of The Winning Formula podcast, Fenwick said: “We’re delighted to launch our new podcast series which will allow Right Formula to tackle the pressing issues dominating the Sports and Entertainment industry today.

“More than 7 million people in the UK alone now listen to podcasts every week – up nearly 25% on last year, and we believe The Winning Formula will prove to be a great vehicle to discuss the key topics that the Sport and Entertainment industry faces, from the changing world of sponsorship, partnerships with purpose, digital-first strategies, esports and ambassador optimisation.” 



News: Right Formula acquires Marketing Minds

Award-winning global sports and entertainment consultancy Right Formula has begun the new decade with the acquisition of marketing services agency Marketing Minds. The announcement means Right Formula will significantly increase its client base and in-house service offering from 1 February, when the acquisition officially takes effect.

Right Formula, which was founded by CEO Robin Fenwick in 2009, is best known for commercial and activation work with clients including SAP, Epson, Kia Motors, Hilton Hotels, Red Bull, Aggreko, Pirelli, Logitech, Loch Lomond Whiskies and Genpact. With today’s announcement, Marketing Minds’ current clients including ExxonMobil and Dell will now join the Right Formula roster.

The Surrey-based Marketing Minds will relocate to Right Formula’s central London headquarters at the end of the month, bringing with them a wealth of experience in events, hospitality, design and digital. The addition of the Marketing Minds team will further strengthen Right Formula’s existing portfolio, which spans the full sponsorship spectrum. 

Right Formula CEO Robin Fenwick said: “We’re absolutely delighted with this acquisition which consolidates our position on the sports marketing landscape, and I believe is a display of the company’s ambition as we enter 2020.


“At Right Formula we have a team of strategic, dynamic and passionate experts with experience across the sport and entertainment space. We thrive on being indispensable to our clients by helping them achieve outstanding business results through their sports and entertainment partnerships; and, with the acquisition of Marketing Minds, I believe we will be even better placed to do so. This is an incredibly exciting time to be part of the Right Formula story.

“I speak on behalf of the entire company when I say that we can’t wait to welcome the Marketing Minds team through our doors as we look to fulfil our potential in 2020 and beyond.”

Marketing Minds’ outgoing owner, John Stoakes, added: “I’ve personally known Robin for more than two decades and couldn’t think of a more appropriate owner to take forward and enhance the work that Marketing Minds has done since opening for business 26 years ago.

“It was vital for me to find a new structure where our current clients and staff would be in the safest hands as they look to develop their own careers. Given the alignment of our businesses – and track record of best-in-class, indispensable client work – I know that Right Formula, as a fast-growing consultancy, is the perfect solution. I wish Robin and the new team all the very best as they continue their upward trajectory.”

With the addition of the Marketing Minds team, Right Formula now comprises 55 staff across commercial, consumer activation, events, hospitality, internal engagement, PR and digital sectors and with a wide variety of sports and entertainment properties that include Golf, Football, Formula 1, Esports, Rugby, Sailing, Olympics, Formula E, Cirque du Soleil, Moto GP and Extreme Sports.