STATOIL UK

OVERVIEW

Statoil (now Equinor) launched its global Corporate Social Responsibility (CSR) initiative "Heroes of Tomorrow" in the UK, focusing on supporting young talent in sports, culture, and STEM fields.

Our campaign centred around activating our clients tennis sponsorships, including the Statoil Masters Tennis tournament at the Royal Albert Hall and partnerships with British tennis WTA player Heather Watson and the UK ‘s leading grassroots tennis charity "Give It Your Max"

OBJECTIVES

Increase brand awareness and visibility in the UK market

• Promote Statoil's commitment to youth development and social responsibility

• Engage with local communities through sports sponsorship

• Support grassroots tennis development in the UK

• Position Statoil as a responsible energy company contributing to UK society

STRATEGY & EXECUTION

Tennis Sponsorships

• Title sponsor of the Statoil Masters Tennis at the Royal Albert Hall

• Player sponsorship of Heather Watson as a "Heroes of Tomorrow" ambassador

• Corporate sponsorship of "Give It Your Max" tennis charity

Media Partnerships

• Collaborated with London Evening Standard and tennishead magazine

• Created and distributed 60,000 Statoil-branded Oyster Card Wallets

• Organized VIP ticket giveaways through print and online channels

Event Management

• Delivered "Heroes of Tomorrow" media event on-court

• Managed coaching clinic featuring Heather Watson, Tim Henman, Virginia Wade, and Sir Trevor McDonald

Stakeholder Engagement

• Coordinated with International Management Group (IMG)

• Managed relationships with brand ambassadors and charity patrons

Advertising and Media Buying

• Placed full-page adverts in tennishead magazine

• Created advertorial content for Statoil Masters Tennis programme

KEY COMPONENTS

Experiential Marketing: Oyster Card Wallet Giveaway

• Distributed 60,000 branded wallets through London Evening Standard

• Full activation including concept, design, production, and distribution

Media Partnerships

• Negotiated rates and media space with Evening Standard

• Designed and executed VIP ticket giveaways and promotions

Coaching Clinic

• On-court event with high-profile tennis figures and Sir Trevor McDonald

• Q&A session highlighting "Heroes of Tomorrow" programme

Brand Ambassador Management

• Coordinated activities with Heather Watson and other tennis personalities

RESULTS & IMPACT

Generated over 30 pieces of national sports and lifestyle media coverage

• Secured coverage in major outlets including BBC Sport, BT Sport, Metro UK, Daily Mail Online, and Eurosport

• Increased brand visibility through high-profile tennis events and partnerships

• Supported grassroots tennis development through "Give It Your Max" charity