Claire Ritchie is an international, commercially focused business leader with extensive senior level experience in telecommunications, high-tech and sports giving her a unique skill set for creating technology enabled sponsorships. Results driven, Claire has almost 30 years experience in-house and agency side working in both the B2B and B2C worlds from product marketing, channel marketing, third party management, brand development through to digital strategy, web, social media marketing, VIP events and hospitality. Following through on her clear vision, in 2001 Claire set up Sine Qua Non to offer marketing and sponsorship services to companies in the ICT sector where showcasing and demonstrating product relevance in a sporting or entertainment environment provides differentiation and a competitive edge. Subsequent client work has extended this focus to include the automotive and engineering sectors. Creating relevant and meaningful partnerships that deliver business results through well planned and executed activation is a major strength. Key achievements throughout her career have been the European launch of a new global sub-brand, the successful management of Nortel’s multimillion dollar partnership with the WilliamsF1 Team, the negotiation of the partnership for Imation with MTV which saw the creation of Imation’s first ever TV ad and the company taken from the B2B to B2C market, the introduction of SanDisk to the Ducati MotoGP Team and the MotoGP rights holder Dorna and the insights to create a world-class partnership for Lexar with the World Rally Championship. Claire has been a member of the European Sponsorship Association since its inception in 2003 and Sine Qua Non has been shortlisted on no less than 7 occasions for the ESA Excellence Awards and Hollis/UK Sponsorship Awards in the categories of International, Brand, B2B and Hospitality.