3. “This is about creating a live case study that showcases our capabilities in real-world setting”
Intercity
Sport it backs: Cricket
Number of official participants in England: 353,000 (Statista)
Interviewee: Marketing Director, Dominic Wetherall
Hi Dominic. You became the official IT partner for Edgbaston Stadium and Warwickshire County Cricket Club last summer. What does the partnership entail?
Our partnership with Edgbaston is a blend of shared ambitions and technological transformation. We’re not just sponsors; we’re their “Official IT Partner”, we’re collaborators in their vision to “becoming a world-class tech-enabled stadium”.
Our expertise in managed IT, cloud & cyber, and communications positions us to support Edgbaston’s regeneration with the right digital and IT infrastructure, ensuring they stay ahead of the game.
Why cricket, as opposed to another sport?
Cricket, especially at Edgbaston, shares an intrinsic connection with our corporate ethos – where teamwork and the spirit of ‘how you do it’ matter just as much as the results.
Our proximity to the stadium deepens this bond, allowing us to be an integral part of the local fabric, contributing directly to the community that supports us both. It’s this alignment of values, combined with the opportunity to contribute to the sport we are so passionate about, that made cricket an undeniable choice for our partnership.
What are the main benefits of the partnership? Is it more about brand awareness, or corporate hospitality, for instance?
This partnership is a testament to our dedication to community and innovation. It’s more than brand visibility; it’s about creating a live case study that showcases our capabilities in real-world settings.
We’ve enjoyed significant brand exposure and have engaged in community projects to nurture local talent. The immediate returns from hospitality and brand recognition have been encouraging, and we’re just getting started.
What advice would you have for other firms in the IT industry weighing up signing a sponsorship deal in the realm of sport, and which sport to choose?
Select a sport that reflects your company’s culture and values. The relationship should be more than a financial transaction—it should be an active partnership.
Invest in understanding and integrating with the sport and the team. It’s the effort behind the scenes, the willingness to ‘do more,’ that turns a sponsorship into a successful and rewarding partnership.
“Rugby and football are firm favourites with the team”. See next page to see which IT solutions provider recently struck up a sponsorship deal with Exeter City…
