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A Tyneside-based business has partnered with Newcastle United Football Club to boost its visibility both locally and nationally.
Jane Imrie

Hebburn firm scores at home with NUFC partnership

A Tyneside-based business has partnered with Newcastle United Football Club to boost its visibility both locally and nationally.

By partnering with the club, Hebburn company Advanced Cutting Tools has increased its brand awareness through matchday broadcasts at St. James’ Park, its company logo featured on crowd-facing LED boards and access to networking opportunities.

Advanced Cutting Tools founder Michael Richardson commented: “From a business perspective, it’s a level of exposure that you would never get otherwise.

“You’re rubbing shoulders with the main sponsors. You’re on the same boards, just on different sides. The branding is the main thing because it’s being shown to 50,000 fans, who might not be potential customers, but they’ll know people who are.”

The exposure from being a member of the Newcastle United Executive Club has enabled the firm to connect with the Newcastle business community as well as be recognised nationally through the matchday branding.

Michael explained: “The first game that our branding was on, I went to a customer on the Tees Valley to have a meeting, and rather than just the person I was having a meeting with, five people turned up – the other four had been at the game and came to say, ‘we saw you at the ground!’”

He added: “From a personal point of view, being a Newcastle fan all my life, it’s not something I ever dreamed of as a teenager; that I would have my own business and be associated with Newcastle United. So, I have to pinch myself!”

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