Howden’s Rachel Woodward on the power of hospitality in B2B sponsorship

For B2B brands, the ability to foster new relationships while strengthening existing ones is a key driver of growth. Sponsorship, and the hospitality it provides, is becoming an increasingly powerful platform for doing exactly that. By bringing clients, partners and colleagues together in relaxed, memorable environments, it creates the conditions where trust develops and relationships deepen in ways that rarely happen across a meeting room table.

Few companies illustrate this better than the global insurance broker Howden.

Through a diverse sponsorship portfolio that includes SailGP, Royal Ascot and the British & Irish Lions, Howden has developed a distinctive approach to hospitality that prioritises atmosphere, authenticity and shared experience over traditional corporate formality.

To understand how this philosophy works in practice, The Sponsor spoke with Rachel Woodward, Sponsorship Director at Howden. Rachel will also be sharing her experiences across Howden's wider sponsorship portfolio at Sponsorship Masters in a session focused on how brands can “sweat” their sponsorships, extract maximum value and deliver real returns.

Creating the right environment

For Woodward, the value of hospitality begins with the environment it creates. Ultra-high-net-worth clients, brokers and business partners often enjoy sporting events such as racing or sailing, but the real value lies in the setting these occasions provide.

“At racing events we build our own hospitality footprint,” Woodward says. “It’s not white tablecloths and a formal dining room. We tend to open the space up, bring in our own catering and create something that feels far more fluid. People don’t feel like they’re sitting at a table being spoken at,” she says. “They can talk to whoever they like, move around and enjoy the day.”

That relaxed atmosphere is intentional. Rather than replicating the traditional image of corporate hospitality, Howden deliberately designs its spaces to feel open, informal and distinctive. This approach allows guests to move freely between conversations, creating a social setting that feels closer to a gathering than a structured corporate event.

One portfolio, many experiences

Howden’s sponsorship portfolio spans multiple sports and markets, including racing partnerships in the UK, Saudi Arabia, Bahrain and Australia. Each partnership offers a different style of engagement.

“Every sponsorship delivers hospitality in a slightly different way,” Woodward explains. “They complement one another.”

Racing may appeal to some guests, while others prefer the atmosphere of a sailing event or rugby fixture. Understanding these preferences allows Howden’s brokers and client teams to invite individuals to events that genuinely resonate with them.

“The person who loves racing might not necessarily want to attend SailGP,” Woodward says. “But someone else may find that far more interesting.”

This flexibility is central to the strategy. Rather than treating hospitality as a uniform product, Howden views it as a series of tailored experiences aligned to the interests of different clients and partners.

Relationships first, business second

The commercial value of these experiences is undeniable, but Woodward emphasises that the purpose of hospitality is not transactional. Insurance relationships are typically long-term and renewal cycles can be slow. Sponsorship, plays a role in nurturing relationships rather than accelerating immediate deals.

“Sometimes the people we invite are already clients,” she says. “Sometimes they are people we would like to build a relationship with.” What matters most is the opportunity to spend time together. “It’s a relaxed, enjoyable day,” she says. “You’re not sitting across a desk discussing business.”

In sectors where trust and personal relationships remain fundamental, building an environment that fosters those relationships can be invaluable.

A year-round platform

While flagship events such as Royal Ascot attract significant attention, Howden’s hospitality programme extends far beyond a handful of high-profile days. Ascot alone offers more than two dozen racing fixtures each year, providing regular opportunities to host clients and partners.

“The box is almost always full,” Woodward notes.

Even on quieter race days, the experience remains carefully curated. Guests may hear race insights from broadcasters, visit the parade ring to see the horses up close or simply enjoy the atmosphere of the course. The result is a calendar of touchpoints that sustain engagement across the year rather than concentrating activity around a single major event.

A benefit for employees as well

The value of sponsorship hospitality at Howden extends beyond client relationships. Employee engagement adds another important dimension.

“It’s not just about clients, it’s incredibly important that our people feel the sponsorships are accessible to them, and that’s something we’re very proud of.”  Woodward says.

One of the most striking examples is Howden’s annual Christmas racing event at Ascot. Staff are invited to apply for tickets through an internal ballot, often bringing friends or family with them. Last year, around 6,000 employees and their guests attended the event over its two days. In an industry competing intensely for talent, experiences like these can meaningfully contribute to culture and retention.

Hospitality as a strategic asset

For B2B brands, sponsorship hospitality is sometimes underestimated. While broadcast exposure and brand reputation remain important, the quieter value created through shared experiences can be just as powerful. A well-designed hospitality programme strengthens relationships, creates memorable moments for clients and partners, and fosters pride among employees. At companies such as Howden, it is not simply an add-on to sponsorship. It is one of the main reasons the investment exists in the first place.