At Beyond the Badge, we believe culturalrelevance isn't earned through logos.
Led by industry leader Laura Wood who spent a decade as Global Director of Brand Partnerships, Experience and Collections at Jaguar Land Rover, our mission is to help brands move beyond surface-level marketing and into meaningful cultural participation.
Our approach
Influence 
expectation
Stories the playbook
Connection the handshake
Sponsorship the signage
What our friends say
“Our ambition for partnerships at Virgin Galactic was simple — we wanted to work with a brand that shared our DNA for exploration and pioneering spirit. Laura Wood was the driving force that made that vision a reality in the partnership between Virgin Galactic and Jaguar Land Rover.”
Virgin Galactic founding employee, former Commercial Director & Chief Customer Officer; Virgin Unite trustee & Board Director
“Across four Rugby World Cups, Laura and her team were one of the most thoughtful partners we’ve ever worked with at World Rugby. Her ambition for the Defender programme went well beyond logo placement. She wanted the sponsorship to reach audiences rugby has historically struggled to speak to.”
CEO, World Rugby
“Trust and shared vision are the bedrock of any great partnership. Our history with Laura spans three Bond films — Skyfall, Spectre and No Time To Die — and that track record made Beyond The Badge the obvious choice for our current and future projects at EON. Laura has an incredible intuition for connecting the right brands with the right cultural moments.”
Head of Marketing & Partnerships, EON
“Laura has an intelligent and imaginative grasp of the way brands can work with properties that they sponsor to their mutual benefit. She was instrumental in the successful partnership between Jaguar Land Rover and the Invictus Games. And she brought to bear her creativity and incisiveness to address challenges and deliver better and better solutions. In addition to this, she is a delight to work with.”
Formerly Founding CEO of the Invictus Games
“When we first sat down with Laura Wood and her team at Jaguar Land Rover, we knew we weren’t looking at a standard corporate partnership. Laura didn’t just want a logo on a car; she had the vision to treat our Gorillaz fanbase as a community of untapped talent.”
Artist Manager — Gorillaz, Founder Eleven Management & MMF Chair
“I have had the pleasure of working with Laura for over 15 years on high-profile events, activations, and partnerships. Throughout this time, I cannot speak highly enough about her unwavering commitment, dedication, and exceptional problem-solving skills. She is never shy of thinking outside the box, and her dynamic, innovative approach has been instrumental in driving the huge successes achieved with the brands she has worked with.”
Model & Entrepreneur
“Working with Laura on the Jaguar Land Rover — British Red Cross partnership was an 8-year demonstration of strategic insight, dynamism, and an exemplary commitment to partnership working.”
Marketing Consultant (former British Red Cross Executive Director of Marketing, Fundraising and Communications)
“In my line of work, you see a lot of people who try to ‘manage’ the room, but Laura Wood is one of the rare few who actually understands the energy of it. Simply put, Laura curates cultural moments that matter.”
Photographer (Getty Images / London Evening Standard)
The Categories We're Redefining
- Meaningful Partnerships
- Cultural Presence
- Legacy Building
- Authentic Storytelling
- Brand Experience
- Lifestyle & Licensing