Strategic partnership, brand and experiential agency Bastion Experience has appointed James Bartold to a newly created role of group director.
Bartold was previously head of sponsorship, events and commercial strategy at the North Melbourne Football Club.
“After an in depth search to find the right individual, we’re extremely excited about James joining the team,” said Matt McCann, CEO at Bastion Experience.
“Five seasons leading the North Melbourne Club’s partnerships and commercial brand strategy brings a deep understanding of how to build, negotiate, deliver and measure effective sponsorship relationships. We are already seeing James’ impact on our team and our clients, which is brilliant.”
Bartold said there has been significant investment in sponsorship by clients over the past 18 months despite the challenges of fan access and live events.
“Despite the different world we’re living in, sports fans are engaged as ever before as we saw with the AFL and NRL Grand Finals having their highest average audiences in five years, and the desire to return to activities like music festivals, galleries and attend the ballet hasn’t waned,” Bartold said.
“The emotional connection to these experiences has been further heightened as we’ve been restricted in our access to them and this provides a genuine and increased opportunity for brands to be a part of the experience.
“As brands’ objectives have shifted; sponsorship assets and opportunities have also been disrupted, providing a wealth of new ideas and integration opportunities that can resonate and leave a long-lasting impression.
“I am excited to be a part of a leader in the space that can help brands navigate the breadth of opportunities and provide solutions which build genuine partnerships that deliver for both parties.”