Prime Highlights:
- Howden appointed Rachel Woodward as Director of Sponsorships to lead its global sponsorship strategy and strengthen brand connections through sport and culture.
- Woodward will oversee selection, activation, and measurement of sponsorships, ensuring they drive brand awareness, client engagement, and business growth.
Key Facts:
- Howden’s sponsorship portfolio includes international sports partnerships such as the British & Irish Lions Women’s Tour 2027, Ascot Racecourse, and the Lawn Tennis Association.
- Woodward has over 25 years of experience in sponsorship strategy, having previously worked with ESPN, Octagon, the Rugby Football Union, and West Ham United.
Background:
Howden appointed Rachel Woodward as Director of Sponsorships as it expands partnerships to grow its business and strengthen its brand. This move shows that Howden focuses on using sport and culture to connect with clients and stakeholders around the world.
In her new role, Woodward will lead Howden’s global sponsorship team and manage the company’s portfolio of partnerships. She will oversee how sponsorships are selected, activated, and measured, ensuring they deliver clear results across brand awareness, client retention, business growth and engagement with key audiences.
Woodward will also lead the development of Howden’s sponsorship strategy through to 2030. This includes identifying new partnership opportunities, assessing their value, and negotiating agreements as part of the group’s broader Corporate Affairs plans.
Howden’s current sponsorship portfolio includes a wide range of international sports partnerships. Howden will be the Series Title Partner for the first British & Irish Lions Women’s Tour to New Zealand in 2027, showing the company’s support for inclusive, high-profile sports. The group is also active in global racing through partnerships with Ascot Racecourse, the Victoria Racing Club in Australia, the Jockey Club of Saudi Arabia and the Bahrain Turf Series.
In addition, Howden partners with the Emirates Great Britain SailGP Team and the Lawn Tennis Association, strengthening its presence across different sporting platforms.
Woodward brings more than 25 years of experience in sponsorship strategy and activation. Since joining Howden five years ago, she has helped strengthen the group’s approach to partnerships.
Her career includes roles with ESPN, Octagon, the Rugby Football Union, and English football club West Ham United.
Brigitte Trafford, Group Chief Corporate Affairs Officer at Howden, said Woodward’s promotion reflects her leadership and the strong impact she has made across the group’s sponsorship activities.
