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Orchard Connects in strategic partnership with BDS

Our boutique sponsorship and brand partnership arm, Orchard Connects, announces a strategic partnership with sponsorship and commercialisation consultancy BDS

Orchard Connects, our boutique sponsorship and brand partnership arm which we launched in 2019, has announced a strategic partnership with long established sponsorship and commercialisation consultancy BDS.

Under the commercial expertise of Managing Partner Kerry McDonald, Orchard Connects brings together brands, rights holders and audiences through engaging, innovative and purposeful partnerships. Clients include Wales Millennium Centre, Watford FC, Glamorgan Cricket, and the Cardiff Devils.

BDS, headed up by CEO Richard Busby, is one of Europe’s leading sponsorship agencies, and one of the UK’s largest commercialisation firms. An industry pathfinder, BDS has worked across multiple sectors with a portfolio of clients that include the likes of the Olympic Legacy Park, Wembley Stadium, TFL, Coventry City Council and Shell.

The relationship is already bearing fruit, with the two companies joining forces on a number of new business wins, including The National Forest Company; Scottish Canals; IJBAAN, a cable car that is planned for Amsterdam as part of an integrated public transport plan to link the western part of the centre of the city to the north; and the British Standards Institute (BSI).

Kerry said: “There a great degree of synergy between Orchard Connects and BDS, we’re likeminded companies with complementary skills. This developing partnership not only strengthens our client offer, but gives it greater breadth. We’re excited to see where this relationship might go.”

The two companies combine decades of knowledge and expertise across sport, entertainment, culture, sustainability, third & public sector and transport. BDS in particular are currently engaged on a number of innovative transport and sustainability projects.

Richard said: “I’m delighted to be working more closely with Kerry and the team at Orchard. The Orchard Group offer clients a breadth of experience and expertise across a number of different areas. By establishing this close relationship, clients will really benefit from the enhanced service we can offer.”

The experienced Orchard Connects team has worked with and advised a number of leading rights holders, national governing bodies and blue-chip brands, including Nike, Mercedes-Benz, AFEX, Red Bull, Harlequins and Sport England. Managing Partner Kerry also currently sits on the boards of Welsh Netball, Celtic Dragons and Active Surrey.


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