This idea is archived

Official Partner of The Football League during 09/10 season

Provided by Football League
A partnership with the UK's number 1 spectator attraction across 72 football clubs spread throughout England and Wales.

Tell us about the Opportunity / What is it?

The Football League's Partner programme will comprise of four companies, each of which will be given access to a tailormade package of rights within their category. E.ON and Texaco have been appointed as the first of the two Partners and receive an extensive package including branding within stadium, on-line advertising via club websites, hospitality and tickets, signed merchandise etc etc . E.ON and Texaco can develop affinity schemes to encourage fans to use their products. Further scope to develop CSR programmes e.g. E.ON Carbon Neutral and Texaco Road Safety Campaigns

What is the Marketing Objective?

By associating with "Real Football" for "Real Fans" your brand can reach football fans commited to their favourite club across different on-line and of-line media channels over the football season. Through the Partnership, your brand will receive exposore within the stadium during the events and also promotional opportunities to the consumer whether on-pack or through digital media. The Partnership can also be used to create affinity between your product and the club in many ways whether through club endorsement, licensing of club crest and access to players and merchandise

How does it work?

The League has a central commercial department to co-ordinate with both the clubs and the Partner. Once a deal is brokered by The League, a participation agreement is drawn up and sent to the clubs. The Partner will work with the League's Partnerships Manager to achieve the marketing objectives and also work on new promotional activity across the League and the clubs.

Who's used it in the past?

The Partnership programme is part of a new strategy to create a 2nd tier below the three title sponsors- Coca-Cola (Football League Championships), Carling(Football League Cup and Johnstones (Football League Trophy). There will only be up to four Partners in total (E.ON and Texaco plus 2 other companies) .The League also has several official supplier and licesning realtionships with Thomas Cook, Mitre, Kia, EA Sports and Panini Examples of national activity includes "Coca-Cola 's Win A Player and E.ONs Train with the 1st team squad.

Features / Benefits

More people go to Football League matches than the Premier League over the season. The League is experiencing significant growth across all commercial activities and has recently recorded the highest admissions for 47 years. Each club sits in the heart of its local community and delivers a variety of outreach programmes including schools, diversity, social inclusion and health and fitness. From season 2009/10 the BBC will be televising live League matches for the first time since 1986 and Sky Sports will continue to show over 85 matches live including all 15 Play-Offs.

Guide PriceReach & FrequencyTarget AudienceMedia Types
£501k +16 mil admissions per season/1656 matches + 15 play offs
All adultsMale
ABC1
C2
LocationTimingsMarketing ObjectiveOpportunity Type
NATIONALUntil 01 May 10BRAND STATUREDIRECT MARKETING
PUBLIC RELATIONS
SPONSORSHIP / SPORT / FOOTBALL
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