Purplebricks is the “Official Estate Agent Of Team GB” for the build-up to and completion of next summer’s Olympics in Tokyo.
It is going to change the colour of its Sold boards to gold featuring the Team GB logo.
No details of the cost of the sponsorship have been revealed but four years ago London’s Evening Standard newspaper reported Aldi’s deal as ‘Official Supermarket of Team GB’ for the Brazil 2016 games cost £6m to £10m.
A statement from the troubled estate agency says of the latest deal: “With Purplebricks selling three-times more homes than the second placed agent, a touch of gold will soon start appearing all over Britain’s streets.”
The company says the boards “also reflect Purplebricks own ‘gold’ from review site Feefo, which last month awarded the brand their ‘Gold Trusted Service’ award, for having held a customer rating of over 4.5 out of 5 during the previous 12 months.”
Purplebricks will also be mounting a PR campaign mobilising what it calls “the support of [our] own team of more than 600 local estate agents in a series of campaigns and initiatives under the banner of #TeamPB.”
This isn’t the agency’s first high-profile sponsorship: earlier this year it was the back-of-shirt sponsor of the Scotland national team throughout the Six Nations rugby tournament.
It also became the ‘major partner’ with a leading Australian rugby league team, Melbourne Storm, just weeks before the agency shut down its Australian business.
Vic Darvey, Purplebricks recently-appointed chief executive, says: “We are delighted to announce our partnership with Team GB. Purplebricks is a proudly British company and we’re excited about how we can bring support for our heroic athletes to the streets as we build up to Tokyo 2020.”
He continues: “This sponsorship was a natural next step for our business as, like Team GB, our ‘Team PB’ has the ambition and drive to win. We have hard working, experienced estate agents across the country - and we intend to use that local reach to move every community behind our athletes over the next year.”
Tim Ellerton, the commercial director for the British Olympic Association, says of Purplebricks: “Their visibility across the streets of the UK gives us a great presence as we build up to the Olympic Games and their innovation and customer focus makes them a perfect partner for Team GB.”