Great Annual Savings Group (GAS) has a rich history of supporting sporting clubs of all levels. From grassroots and youth clubs to those at the pinnacle of elite sport.
As with any sponsorship, there has to be something in it for the sponsor. Brand awareness is an important area of focus for a growing national business and the Group has found success in high-profile sponsorships with organisations such as hometown club Sunderland AFC.
However, many of the Group’s arrangements with clubs go beyond the initial cash injection that comes with shirt sponsorship, ground sponsorship or event advertising packages.
Adam Brown, Group Marketing Manager at GAS, explains: “We don’t consider this part of our marketing mix as straightforward sponsorship. The legacy of sponsorships, at least for sporting clubs, can be short-lived. We have found that greater commercial success for both sides comes from working closely with clubs to create partnerships.
“We worked with Sunderland, for example, for three years before becoming Principal Partner. Each year we strengthened that relationship.
“For clubs lower in the football pyramid, such as FA Cup heroes Chorley, we have been able to drive further value post-investment.
“Chorley have worked with Peter, their dedicated account manager at GAS, to refer business on an official partnership agreement. Not only has this helped us generate direct ROI on the sponsorship; it has helped us develop the relationship and become a valued partner to the club.
“Terry and Chorley have really come to the table and driven this with enthusiasm over the last six months, which has helped support the club financially at a time of need for non-league football. This undoubtedly played a part in our decision to support Chorley further when their bespoke FA Cup sponsorship and advertising packages were announced.”
GAS currently works with more than 50 official partners, including a plethora of sporting clubs, situated across the UK.
Terry Robinson, CEO of Chorley FC, said: “The arrangement is a win-win for all involved. Businesses save money at a crucial time, GAS sees a return on its sponsorship and the football club earns much-needed revenue.
“If you’re a business in Chorley, speak to us about reducing your costs and support your local club.”
Find out more about Chorley FC and identify key contacts at the club via their website.
If your club, business or organisation is interested in becoming a partner of GAS in the same way as Chorley, speak to Adam Brown at [email protected].