Trades tool retailer Screwfix has become a partner of the English Football League (EFL) for the 2018-19 season.
The three-year, multimillion pound partnership will give Screwfix experiential rights and offer tailor-made EFL experiences for those that support EFL clubs and shop at the retailer.
Former Brentford and Nottingham Forest manager Mark Warburton kicked off the partnership in St. Albans. There he met local staff and customers at the local Screwfix store.
Warburton said: “Partnerships such as this one between Screwfix and the EFL are vital in football as the revenue is distributed back into the game and into key areas for the EFL and EFL clubs, including work in youth development and community initiatives.”
Screwfix will also sponsor all English League Football coverage on Sky Sports which will show 127 matches.
Caroline Welsh, brand and marketing director of Screwfix, said the company was looking forward to working with the EFL. “Football plays a huge part in our customers’ lives and we are delighted to be the official partner of the EFL. This partnership is important to us as it allows our customers to access the games they love and fingers crossed be part of their team’s play-offs at Wembley Stadium,” Welsh said.
Football has been a popular sport to sponsor in B2B. Last year Wix.com and Manchester City collaborated in an SME-targeted campaign, and Liverpool FC signed Western Union as its first ever sleeve sponsor. In 2016 Astra Otoparts also signed a partnership deal with Manchester City.
