Football Clubs compete annually in the Youth Alliance League and Cup from August to April at under 18 level
This is a title sponsorship of an annual youth football league that provides fixtures for under 18 footballers who are registered at 58 league clubs. The sponsor receives a package of rights including the creation of a logo which is used across the club's communication channels and will receive accrediation at 1st team matches in the match programme and editorial coverage in the youth section of the club's official website. Besides the media exposure the sponsor would be supporting youth footballers aiming to reach the upper tier of the game.
This provides brand exposure to a significant football audience. Exposure is achieved by the competition being seen regularly within club communication channels. This property also positions the sponsor as a supporter of youth football in England develping the next generation of footballers some of who will play for their club. There are activation opportunities to leverage the sponsorship via Awards, Trophies, Cup Final attendance and in certain cases supply of product. The sponsorship also offers the opportunity to develop a relationship with the clubs at all levels.
The brand becomes associated with the competition through being included in the title e.g. Puma Youth Alliance and the logo created will be syndicated across all the Football League and club channels and be included in communications to the clubs and the media.
Puma sponsored it for 3 seasons until May 2009 to target young footballers who will stay within the game and hopefully stay loyal to the Puma Brand. It also endorses Puma's investement in football at all levels of the game from supplying national teams to the grass roots.
Umbro Isotonic sports drink also sponsored it prior to Puma and the association endorsed the drink as being suitable for their young footballers.They were able to use the logo on packaging, point of sale and print advertising.
This is a very rewarding low capital investment into football that will contribute directly to help the League manage the Youth Alliance and also deliver eyeballs of football fans for the season. It will provide a positive association to the brand at grass roots level by supporting a competition that helps the next generation of footballers reach the first team. An example of this is Dan Josling who is now in the Everton squad and played in the Youth Alliance for Plymouth. There are 3 Premier League clubs fielding a team in the Youth Alliance - Burnley, Wigan and Hull.