The entertainment company, Underbelly, has appointed The Sports Consultancy to support it in securing commercial partnerships for Edinburgh’s Christmas and Hogmanay 2017/18, and beyond.

The Sports Consultancy will initially support ongoing conversations with existing partners, to maximise its value, given the short timescales over the remainder of 2017 whilst also identifying new partners 2017 and future years. Alongside sales support, it will provide sponsorship consulting services, putting the brand and business objectives of the potential sponsor at the forefront of the sales proposition.

The Sports Consultancy’s rights marketing team is led by Marc Hope, who has a strong track record in securing partners for events in Scotland, having spearheaded sponsorship sales for the Glasgow 2014 Commonwealth Games, bringing in 50 national and global commercial partners.

Underbelly was recently appointed as producers of Edinburgh’s Hogmanay in addition to Edinburgh’s Christmas, which it has successfully developed over the last four years.

Directors of Underbelly, Charlie Wood and Ed Bartlam, have recently revealed some of their ambitions to develop the event including offering more for families and a re-boot of the street party to offer more of a carnival full of wonderful and surprising moments. They are also collaborating with some of the world’s leading event creators and Scottish artists, companies and fellow Edinburgh festivals to forefront the city’s and Scotland’s creative talents.

The Sports Consultancy’s director of rights marketing, Marc Hope, added: “The Sports Consultancy is extending its traditional portfolio of sporting events into wider entertainment properties. We look forward to leveraging our existing knowledge and contacts within the events and sports market to deliver the most successful Edinburgh’s Christmas and Hogmanay 2017/18.”