5. “Having a works ladies’ netball team, we are passionate about support in all women playing in a competitive sport”
ACS Group
Sport it backs: Rugby
Number of official participants in England: 252,000 (Statista)
Interviewee: Head of Sales, Martine Box (pictured above, with Bulls mascot)
Hi Martine. You sponsor both the women’s and men’s Bradford Bulls rugby league teams. What does this entail?
ACS were keen to sponsor the ladies’ rugby shirt last season. Having a works ladies’ netball team, we are passionate about support in all women playing in a competitive sport. This season we are also sponsoring the men’s match shirts, so this is an exciting step up in our partnership.
We are very excited to see 2024 and further grow our connections with the local Bulls. Sponsoring both the men’s and women’s involves various commitments and hopefully gives us and the Bulls many benefits. The main one is the potential collaboration for the community in the city of Bradford. It is important for ACS to give back and support local causes including grassroots development programmes. The opportunity gives us brand exposure through the team shirt sales, stadium advertising, and promotional events and coverage. It is a real pleasure for ACS to be a premier partner to such a historical and well-known club.
How did the partnership come about?
At the beginning of this year, I attended a charity sleepout for the homeless at Odsal stadium. The local community came together for an inspiring, albeit very cold, evening sleeping rough on the floors in the stadium grounds. It was a worthwhile event where I personally raised £1,200 for Focus 4 Hope, Smartmove and Homeless Not Hopeless charities. This started a relationship with the Bulls and their commercial manager Ian. Since that we got in touch, and as a local Bradford company we wanted to help support the Bulls and felt we could help add value. Our ACS IT department cover the IT services for the Bulls employees. Sponsoring and just being associated with the club gives ACS a positive brand message within West Yorkshire. ACS also helped get a government grant to upgrade their telecom systems to improve efficiencies within the offices at the stadium.
Our ACS IT department cover the IT services for the Bulls employees. Sponsoring and just being associated with the club gives ACS a positive brand message within West Yorkshire
Why rugby league, as opposed to another sport?
It is a local grass root club that needs financial support. Many of the workers help on a voluntary basis on match day and it is great to see the united spirit within the fans and supporters. Rugby league resonates strongly with the local community and has a unique culture and a family fan engagement. ACS also support the Rugby League association for their IT support and services also. Being a West Yorkshire company the geographical area of the league clubs are generally sat on the M62 corridor. So, this is a good fit for a company like us with a BD postcode.
What are the main benefits of the partnership? Is it mainly about brand awareness, or corporate hospitality, for instance?
When it comes to the benefits of such a partnership I would say it can give many benefits. ACS brand exposure, community involvement, and even corporate hospitality for networking opportunities. Additionally, perks like exclusive access to matches and events can be utilized for networking or rewarding clients and employees. ACS have already seen opportunities for corporate hospitality, including VIP access to matches, networking events, and exclusive experiences for clients or employees. Sponsoring the new mascot Bull Girl was a success in the summer and we have shown support as volunteers on match day helping the staff.
What advice would you have to other firms in the IT industry weighing up signing a sponsorship deal in the realm of sport, and which sport to choose?
I would say have clear outlines of your goals for the sponsorship. Is it about brand exposure, community engagement, or fostering client relationships? Think what is the objective of this commercial decision? The results and reward can take time, so it is important to see this as a long-term investment to have the impact you are wanting. Also having your company name associated with a successful and well-regarded sports team can do great exposure for brand perception and awareness. Leadership and sport can be easily linked for business and management values.
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