back to listings SME Profile: Sportcel


Home House

10 Church Street

Old Isleworth


Tel: 0208 232 7000

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  • SPORTCEL is an independent event marketing agency, providing strategic advice and support to both rights holders and brand investors within the live events industry
  • SPORTCEL’s business focus is on delivering genuine added value through the key stages of project development, delivery against objectives and evaluation
  • SPORTCEL offers advice, consultancy and sales support in all key areas of live consumer engagement: sport,  music, entertainment, arts and public sector initiatives
  • commercial success has been a point of difference over the past 15 years


SPORTCEL and its principals, Aidan Day and Rob Owen have experience of working with the public sector across a range of projects. These have been as varied as developing sponsorship guidelines with the Department of Health to identifying and marketing corporate sponsor packages for the British Pavilion at the international EXPO.  Examples of other key public private sector projects undertaken include:

  • DTi – Sponsorship British Pavilion EXPO ’92 delivering £25,000,000 in Private Sector Support

  • DoH - Health of the Nation, C.A.L.M Campaign, Organ Donation, Anti-Smoking Campaign. Generated £5,000,000 plus in private sector funding

  • DfEEs – Celebrating Europe £100,000 from Vodafone for Schools Programme

  • Health & Safety Executive – Working Well Together, COSSH Essentials. £500,000 generated for UK Wide Tour

  • Imperial Cancer Research ‘Race for Life’ – Secured Tesco 5 year contract – 8 million (cash & support)

  • National Blood Service, National Health Service "Innovations Expo" 

  • HM Treasury

  • National Apprenticeships Service "National Apprenticeship Awards"

  • Steven Gerrard Foundation

We believe in Partnership between Public and Private sectors not donations


Providing support to a range of Public Sector bodies including:

  • Department of Health

  • Health and Safety Executive

  • Central Office of Information

  • Department for Education

  • Foreign Office


Alongside our extensive blue chip client base means:

  • We are aware of the political sensitivities associated with PPSPs

  • We understand the marketplace

  • We have a long history of negotiating government partnerships

  • We are perfectly placed to ensure partners achieve maximum impact


Key Personnel:

Aidan Day

21 years experience in Sponsorship marketing. In 1990 appointed Sponsorship Director for the British Pavilion at EXPO ’92 responsible for £25,000,000 sponsor investment.

In 1994, founded Davies Day and quickly developed a substantial Public sector business. In 1999 Davies Day was acquired by the Interpublic Group, and folded into its global Sports Marketing Company, Octagon. Established new Public Sector Division within company. In 2001 appointed MD Octagon Marketing UK and MD Europe in 2003.

Founded Sportcel with Rob in 2006. Recently appointed to NAS as sponsorship consultants

Rob Owen

Joined Davies Day from his marketing role in the brewing industry as Client Service Director in 1995, with overall responsibility for client development and commercial sales. During this time Rob developed programmes for both the public and private sector in areas as diverse as NIKE’s ACG Triathlon series to HM Government campaigns against Drug Abuse

On joining Octagon  Rob was given the role of Group Director in the Consulting Division, with a specific brief to continue develop the agency’s offering for PPSP. Success came with the award of the HSE’s Working Well Together Campaign and growing involvement with DH initiatives



  • We have traction in the current market place

  • We understand the complexities of PPSP

  • We have a proven track record of success (currently doubled presenting partner value for NAS awards)

  • We operate at a senior level (internally and externally) and have NO junior sales people





Event Management, Event Organisers, and Marketing Consultancy Event Sponsorship


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