GREAT partnerships are not simply confined to the pitch? they’re a crucial element of the commercial game plan, too.
A glowing example of the way in which a partnership approach is a win-win situation for all parties can be found at Northampton Town where a number of success stories have more than matched the progress achieved by the club on the pitch.
“It’s all about managing the expectations of clients, adapting to their specific requirements and ensuring they receive a return on investment,” said Commercial Manager Caroline Lucy.
“For those who recognise the benefits of being associated with a football club, it’s no longer just about putting a logo on a shirt, a perimeter board up, an advert on the screen or providing sponsorship for a club initiative. Clients want, and demand a return on their investment.”
Drawing on the experience of their current commercial team in the sporting world, Northampton Town have implemented an activation stem which enables them to monitor the partnerships, listening and adapting to their needs.
There is no better evidence of this than the integrated relationship with the University of Northampton, the club’s main partner, which continues to go from strength to strength.? It features new initiatives including a student takeover, lectures involving the Management Team, plus opportunities for students to fulfil employability, ?work experience and intern roles resulting in two now being employed at the Club.
Northampton Town have also retained and expanded upon their relationship with Opus Energy and attracted new partners such as Mick George, Imperial Cars, Houghton Hams, DBfB, Grosvenor Casino, Staverton Park and Moulton College.
“Since our promotion to League One and the game here against Manchester United, the profile of the club has never been so high,” said Caroline. “That presented us with an opportunity to demonstrate how we deliver a highly professional operation to many local businesses which in turn has changed their perception of the club. We are now working with more and more local clients as they begin to open up to the benefits which marketing using Football can offer so we continue to seek out good partners and work with them on delivering a complete marketing-led service.”
To find out more about how your business can benefit from a relationship with Northampton Town Football Club please get in touch with the club on 01604 683734/5 or email