Tim Collins

Tim Collins

UEG (Edelman), Managing Director

Tim Collins is Managing Director of the sports, entertainment and lifestyle specialist United Entertainment Group (part the Edelman Group).  Tim has over 20 years of sponsorship and partnership experience working for a number of high profile brands including Budweiser (FIFA World Cup), Mastercard (Rugby World Cup), AXA (FA Cup), E.ON (FA Cup) and Nivea (England football Team). 


During his time in the industry he has developed a solid understanding of how consumers are hugely influenced by how a company behaves, how it conducts its business and the things it associates itself with. Prior to joining UEG, Tim was managing Director of the sports and entertainment agency Octagon where he negotiated AIG’s sponsorship with the All Blacks and put Stella Artois into Wimbledon, The Open and Royal Ascot. In his current role Tim provides sponsorship strategy to Edelman clients.  


At DMX Dublin, Tim will be speaking about..


The Power of Partnerships

Why is sponsorship revenue on a steady climb while TV advertising is in freefall? And why are we more likely to trust brands that associate with the things we love? United Entertainment Group (UEG), part of the Edelman Group, has been at the heart of some of the most iconic sport and entertainment partnerships of the last ten years.

UEG’s MD EMEA, Tim Collins looks at why it’s better have to a conversation with your consumers around the things that they’re passionate about and looks at how brands can work those partnerships to build new audiences. From Doritos’ partnership with Lady Gaga to Formula 1’s city partnerships we’ll find out how a partnership with the right property is a much better way to engage.

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