A local training provider says its commercial association with Everton has helped the organisation to grow significantly in the last three years. NAC Group, based in Wirral, has been buying matchday sponsorship since 2012 and has used the benefits the packages include to grow the business in the region by up to 60 per cent year on year. Peter Traynor, National Head of Business Development, regularly purchases a variety of matchday sponsorship packages for the NAC group including the Main Match, Man of the Match and Programme packages and believes it is essential to the organisation s growth strategy.
NAC Group is a specialist apprenticeship, educational and work-based learning provider, which works with a host of local and national organisations, including Job Centre Plus, NHS, automotive, manufacturing and logistics employers, to help young and long-term unemployed people learn and develop new skills to gain meaningful employment. The group s connection to the Blues started in 2011 when NAC hired several of hospitality lounges during the close season to recruit and train young people for the local employment market. During this time Peter met with Carl Bradshaw, part of Everton s Corporate Sales team, to discuss how partnering with Everton would be beneficial for NAC, including the opportunity to become a matchday sponsor.
Peter decided to purchase the Main Match Sponsorship package for the Toffees last game of the 2011/12 season against Newcastle United, which saw the start of a lucrative partnership for NAC and the Blues. An Everton matchday sponsorship package comprises a host of benefits, including a champagne reception in the Players Lounge and a pre-match dressing room tour with a Toffees legend; all-inclusive award-winning hospitality; Directors Box seats in the Main Stand, plus a quarter-page advert or acknowledgement in the matchday programme and branding across the stadium matchday media channels. Peter said: The Everton sponsorship packages provide fantastic opportunities for us to network and build profitable relationships in a relaxed, informal setting, lightening the mood of business.
Everton is a Club which reaches out to most people, providing us with a common interest before we even start to talk business.
We have used other sporting events, golf and horse racing for example, but if we were to generalise across our network, most people have an affinity to football. And because we work nationally, the sponsorship packages give us the flexibility to entertain clients and partners in relation to the team Everton are playing that week.
A matchday sponsorship package also provides guests with award-winning hospitality.
I have never had a customer or partner who hasn t been impressed by the day and what it entails, added Peter. From being met at the entrance by an Everton legend, to the award-winning food, to the behind the scenes access – it s just fantastic and an experience you would never expect! Many of the business people I work with say this is the best hospitality they have ever had, regardless of their football allegiance.
The personal service Everton offer is brilliant too. Some clients and partners have enjoyed hospitality more than once and staff remember their names, which is really important when you are developing and maintaining long-lasting relationships. For any business, the return on investment is essential and NAC Group has reaped the rewards of Everton matchday sponsorships.
The return on investment is absolutely amazing for us, explained Peter. We are talking about returns of hundreds and hundreds that of the original investment to invest in the futures of young people across Merseyside.
In the Merseyside area we have seen the NAC Group grow by up to 60 per cent year-on-year for the past three years. This has been achieved by using the Everton matchday sponsorship packages to support this development and maintain relationships with partners.
I would recommend Everton matchday sponsorships to any business which relies on collaborative working as the networking opportunities are just endless.
Carl Bradshaw and the Corporate Sales Team go above and beyond to ensure the sponsorship works and meets the needs of the client. You can t fault anything. For more information or to purchase a matchday sponsorship package for a forthcoming fixtures this season, call the Corporate Sales Team on 0151 530 5300 or email