Brief: Siemens engaged Sponsorship Consulting to create a strategy that would provide a framework for future sponsorship investment decisions.

Results: Following a extensive senior management interview process, a review of the brand and market research, the SCS team identified six key sponsorship objectives and created an associated sponsorship selection framework. A portfolio approach to sponsorship was developed that balanced a London focus with regional reach to resonate with all Siemens businesses. This strategy is now being implemented, directly resulting in Siemens' sponsorships of GB Rowing and the World Rowing Championships and of a three-year programme of exhibitions at the Science Museum. The Science Museum project won Best Corporate Sponsorship at the 2007 Hollis Sponsorship Awards.