‘Canaries’ sing community business tune


Norwich City launches new community program Image: Norwich City

The Norwich City Football Club (UK) celebrated their return to the Premier League fold by launching a new community partnership platform for local businesses, together with the Eleven Sports Media.

A news release issued in this regard stated that the agreement will see Eleven Sports Media, the UK’s leading provider of community partnerships and fan engagement technology, team up with Norwich City to offer new opportunities for Norfolk brands to reach the club’s huge fan base.

The Norwich City Football Club is an English professional football club based in Norwich, Norfolk (UK). As of the 2021-2022 seasons, the team competes in the Premier League, the top tier of English football, after winning the 2020-2021 English Football League (EFL) Championship title. The club was founded in 1902.

Carrow Road is a football stadium with a capacity of 26,034 and is home to Norwich City Football Club. The stadium has undergone several redevelopments throughout its history and is situated between the Norwich Railway Station and the River Wensum in Norfolk, England.

Eleven Sports Media are the UK’s market leaders in sports brand acquisition, partnership delivery, campaign activation, and client account management. The Eleven Sports Media operate partnership programs at 11 Premier League, Championship, Scottish Premier Football League (SPFL), and Aviva Premiership clubs, utilizing innovative technology-driven content platforms to help regional businesses engage with fans. Eleven’s fan engagement platforms, StadiumTV and StatZone can be found at more than 50 sports venues in the United Kingdom.

The release further stated that Eleven’s expertise in the delivery and execution of community partnerships are utilized by multiple Premier League football clubs, providing local businesses across the United Kingdom with an end-to-end marketing solution underpinned by a formal association with their local football club.

Football clubs’ commitment to community support and engagement has been more prevalent than ever over the past 12 months, with clubs increasingly investing in the community around them. Norwich City is at the forefront of this movement and hope to continue to empower the local business community of Norfolk through their new Community Partnership program.

The Community Partnership will give companies across the region the opportunity to promote their brand on high impact mid-tier LED displays throughout Carrow Road, and via a range of other digital platforms designed to reach fans at every stage of the match day.

Community Partners will also feature on Eleven’s award-winning StadiumTV and StatZone channels, which use innovative live, stat-driven, content designed to engage fans throughout the game day.

Ben Tunnell, Head of Commercial Development, Norwich City, commented, “The support the club receives from the local business community is invaluable to the ongoing success of the club, both on and off the pitch. In an effort to create more opportunities for local businesses to align their brands with the club, we have launched our new Community Partner partnership package.”

Added Tunnell, “The partnership tier will be managed by Eleven Sports Media, who also power a lot of the fan engaging technology at Carrow Road. Eleven Sports Media have long been experts within their field and will help bring the Community Partner offering to businesses throughout Norfolk and Norwich.”

Eleven Sports Media’s Chief Executive, Matt Cairns, commented, “The Community Partner program we have developed with Norwich City is one of the most expansive in English football. We’re focused on giving the local business community a platform to connect and collaborate, giving Community Partners the ability to deliver their message to the wider Norwich City F.C. community via multiple channels, both in the stadium and beyond.”

Added Cairns, “Value is at the heart of our Community Partner offering, which we strive to deliver by combining the power of fan engagement platforms in the stadium with highly engaging social media content, and high-end business events which, collectively, offer a real growth platform for regional businesses.”

The agreement will also see Eleven Sports Media become the official sleeve sponsor of Norwich City F.C’s PL2 team, which is a partnership that Matt Cairns hopes will give support to young players at the club, commenting, “Whilst we are passionate about helping local businesses to thrive through sport, it is also really important to us that we are able to support the development of young talent at Norwich City, as both are really important factors in helping the club build a sustainable future.”

Norwich City F.C. and Eleven Sports Media will launch the Community Partner program ahead of the 2021-2022 seasons.

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