Online sponsorship marketplace, Connexi, finds the perfect match between Middlesex Cricket and JMAN Group

Connexi – the online sponsorship marketplace – has announced the partnership between Middlesex Cricket and Management Consultants, JMAN Group, that was secured via the platform. The partnership was sourced using the real-time data, fan behaviour insight and detailed search functionality that Connexi offers brands looking to source the best partnership opportunities for them. 

Middlesex’s Royal London One-Day Cup shirts will, from this season, be sporting the JMAN logo on the front, and it will also appear on the back of the club’s Vitality Blast shirt and on the collar of the County Championship shirt. JMAN Group will also benefit from in-ground pitch-side advertising at the Home of Cricket and corporate hospitality with Middlesex at Lord’s and will be working in close partnership with the club on a number of sales and marketing initiatives throughout the coming year.

Having launched in October 2018, Connexi boasts an exclusive partnership with SMG Insight, the sports sponsorship research arm of YouGov which allows the platform to provide actionable insights to create winning commercially relevant partnerships to help brands grow, alongside giving rights holders and sponsors the ability to constantly assess performance, partnerships and strategies.

The business has gone from strength to strength since launch and in terms of users has seen a heavy uplift in sign-ups. Since December 2019 the company has seen a 420% increase in users, across a wide range of leading global brands and rights holders, which has led to a total brief value on the platform of over £72m.

The EIS qualified business is going through its first round of fundraising currently and with the increase in users has meant Connexi has hired a Managing Director, Charl Malan who joins from Imperial Brands, with a strong international FMCG background. Charl will take responsibility for building and executing successful business and marketing strategies, whilst focusing on implementing new ways of working and driving growth.

The business has also appointed Dan Cresta to the board as a Non-Exec. Dan brings more than 20 years-experience across the communications, media and advertising industry. He’s worked in senior strategy roles at agencies including WCRS, PHD, Naked and the7stars. His wealth of experience and understanding coupled with his entrepreneurial attitude and connections make him a perfect fit to help guide the Connexi team.

Anush Newamn, Co-Founder and Managing Partner of JMAN Group adds: “Connexi’s data driven platform played an important role in finding our sponsorship partner in Middlesex Cricket. It was quick, commercially relevant and very easy to interact with potential partners.”

Rob Lynch, Middlesex Cricket’s Commercial Director added: “Connexi played a pivotal role in linking us with JMAN, based on our values and consumer profile. It was quick and easy to use, and ultimately ended in us forming a commercially relevant partnership”

Rory Stewart-Richardson, CEO and founder of Connexi comments: “I am delighted at the successes Connexi has seen since we launched last year. It’s great to see the coming together of Brands and Rights Holders through our data driven approach, with over 200% increase in conversations through our platform. The JMAN, Middlesex deal is the fruition of this, and I am delighted to see our unique approach is being put to valuable use.”


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