This refreshed partnership, which was first launched in 2010, is part of a growing trend for global companies to work with charities that have parallel international reach.
Over the next five years, Jaguar Land Rover plans to support 25 projects run by the British Red Cross and the International Federation of Red Cross and Red Crescent Societies in countries as diverse as Portugal and Sudan. Jaguar Land Rover is guaranteeing at least £15m. "It's a bit of a model for how you do globalisation," says Mark Astarita, director of fundraising at the British Red Cross. "We have to fashion ways of working so it works as well in Austria as it does in South Africa."
Although international in scope, the partnership is managed in Britain. The British Red Cross works with the International Federation of Red Cross and Red Crescent Societies and national societies to develop the projects Jaguar Land Rover will support. "They find the projects that suit our objectives and bring them to the table for discussion," says Mark Cameron, global brand experience director for Jaguar Land Rover.
There is, naturally, a project in the UK. Jaguar Land Rover is donating £2m to BRC's Support At Home programme, which is intended to reach 13,000 people, primarily in rural areas.
Jaguar Land Rover is the BRC's biggest corporate partner and is likely to remain so. The charity has used Land Rovers since 1954.
"It's an intuitive partnership," says Cameron. "We would expect to be talking about what lies beyond well before the five-year terms ends."