JM Finn and Surrey: Proof that sponsorship value compounds
Long-term value beats new audiences. There is always a pull in sponsorship towards the new: new audiences, new platforms, new sports. More often than not, however, the brands that generate the most value are the ones that stay.
Not because they lack ambition, but because sponsorship value compounds. The longer a partnership runs, the stronger the association becomes, the deeper the relationships get, and the more credible the brand feels within that environment.
That is the context behind the wealth manager, JM Finn, extending its partnership with Surrey County Cricket Club to 25 years, maintaining naming rights to the JM Finn Stand at The Kia Oval.
It is not just a renewal. It is a commitment to a strategy that prioritises depth over breadth.
Tested, not assumed
Long-term partnerships only work if they continue to justify themselves. JM Finn did not simply roll the deal forward. As Oliver Tregoning, Head of Marketing, explains, the partnership was reassessed against the wider market:
“Longevity and relationships are so important in our business, so continuing a long-standing partnership was naturally our preferred route. Of course, as a matter of due diligence to ensure continued strategic alignment, we did an in-depth review of whether cricketing audiences were relevant to us and as you would expect, looked at comparable assets and partnerships across other sports and sectors. But given the success and professionalism of the club, both on and off the field, increased membership, fan engagement and record match attendance, it was an easy decision to take this relationship to the 25 year mark.”
That point is critical. Longevity is not blind loyalty. It is a choice made repeatedly, based on performance.
The Oval as a case study in staying power
Surrey offers a clear example of how value builds over time. JM Finn is one part of a wider sponsorship ecosystem at the Kia Oval that includes brands like Kia and Chaucer Group, both of whom have also committed to the club.
Kia’s long-term approach is explored in our recent article with UK Marketing Director, Steve Hicks, here. The rationale for B2B brands investing in Surrey is covered in this interview with Chaucer Group’s Head of Marketing, Jamie Newton, here. Different categories, different objectives, but the same underlying principle.
Over time, brands move from being present to being part of the fabric of the venue. The JM Finn Stand is not a campaign. It is a fixture. That consistency builds familiarity with members, clients and regular attendees. It creates trust. And for B2B businesses in particular, that trust is where commercial value is realised.
Depth, not spread
There is a place for reaching new audiences. But spreading investment across multiple properties often comes at the cost of true depth. What JM Finn’s 25-year partnership demonstrates is that value in sponsorship is not just about where you show up, but how long you stay there.
Longevity drives the most valuable returns. It is true for Surrey’s title partner, Kia, its stand partner, JM Finn, and category partner, Chaucer Group. Different roles, different objectives, but the same outcome. The longer the partnership, the deeper the connection, and the stronger the commercial impact.
