They're toxic but popular': businesses wary as they head to Reform's party conference

"Starting on Friday, the party leading the opinion polls will hold its next step conference at the National Exhibition Centre, with a plan to show UK plc that it is the next party of government. Attendees are expected to include JCB, TikTok and Airbnb, at an event where sponsorship packages priced up to 250,000 have been offered all including booze, VIP access and branding opportunities."

"The party said it expected to welcome hundreds of businesses. For any visionary brands taking the top accelerator package, a champagne breakfast with Farage awaits; as well as platinum bar access, unlimited complimentary drinks, and a custom cocktail named after their company at the Reform UK afterparty. Supping with Farage is, though, not for everyone in corporate Britain. The Guardian spoke to more than a dozen business executives about their companies' attendance."

"Everyone feels awkward, no one wants to be called out as being there, said one corporate affairs boss. They're a toxic brand, as well as a popular one a very divisive brand. Some people don't want their businesses to be seen as speaking to, or legitimising, them. Everyone can see Farage using businesses that turn up as a sort of, Well, we've got all the businesses onside.' That is the concern going on."

A Reform UK conference at the National Exhibition Centre is offering high-priced sponsorship packages that promise VIP access, unlimited drinks and branded afterparty promotions, with attendees expected to include major companies. Packages include perks such as a champagne breakfast with Nigel Farage for top-tier sponsors, platinum bar access and bespoke cocktails. Many companies describe themselves as apolitical and plan to send junior staff rather than senior executives. Corporate leaders express reservations about legitimising a divisive brand and fear reputational damage if attendance is seen as endorsement. Some organisations publicly clarified that attendance does not equal political backing.

Read at www.theguardian.com