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BRANDING NEWS: British Gas Business scores with football sponsorship deal

British Gas Business has signed its first ever sporting sponsorship in a three year deal with The Southern Football League, in order to reach out to SMEs in southern England.

According to Kevin Clarke, head of marketing at British Gas Business the deal aims to work as an effective channel for talking to businesses on a local level. He says, “The Southern Football League is community-based football. It is way of getting out to local businesses by engaging with their personal sporting interests.”

The Southern Football League is a competition containing 66 semi-professional and amateur teams, and the partnership is enabling British Gas Business to put its brand across the shirt sleeves of all 726 players. It will also benefit from hospitality opportunities and TV advertising as the games are being televised on Sky Sports throughout the season, which runs from August until April.

This activity follows the recent viral email campaign British Gas Business, which used a humorous video clip to encourage businesses to switch electricity supplies.

Clarke states, “B2B marketing as a whole has stepped up a gear. Any sharp marketer has to start thinking forward with its campaigns in order to reach out to its audiences in this more competitive landscape.”


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