Billingham Kitchens has agreed a lucrative sponsorship deal with Middlesbrough Football Club.
The business’ branding will be seen by more than 20,000 supporters at every Middlesbrough FC home game.
The business was formed by long-time home improvement specialists Ann and Ian Goodwillie, alongside their son Frazer, in 2012. Following the pair’s retirement in 2016, Frazer Goodwillie partnered with Paul Cook, who joined the business as a Director. Based in Billingham, Frazer Goodwillie outlined the importance of the Middlesbrough FC Business Club to the company:
“We’re not massive football fans but you have to support your local team. We’re very much a locally focussed business, we operate on a B2C basis. We’re both local lads and we both support Middlesbrough. We think it’s important to support the club through the Business Club. It’s good for the area. That’s why we got involved.
“Billingham Kitchens joined the Business Club because it was well-packaged. It was attractive to us and hopefully it can give us some good exposure. It helps elevate our status, being associated with the football club.”
The Middlesbrough FC Business Club is formed through a partnership between Eleven Sports Media and the Football Club. As a Business Club partner, Billingham Kitchens experience high-level brand exposure, reaching a potentially nationwide audience, as well as thousands of local people at every Middlesbrough home back.
The company’s logo is displayed on crowd facing LED boards; as well as StadiumTV screens, located within the concourses at The Riverside. In addition to matchday brand exposure, Billingham Kitchens engage with Boro supporter on social media, via StatTracker posts that are shared to the Football Club’s official feeds.
All Business Club partners are invited to exclusive events that have included Q&A evenings with former Boro players and a tour of The Riverside. These events have allowed Billingham Kitchens to network with like-minded local businesses, potentially earning them new business clients. Primarily serving local people, Frazer Goodwillie explained how the company’s involvement with the Business Club has already had a positive impact:
“Increased recognition goes hand in hand with football sponsorship. Because we’re seen at the football, we become a company that fans become familiar with. Being involved in football sponsorship gives people an idea that you’re a successful business.
“It’s like when you hear about companies on the radio, you think they must be a big company. If people are big Boro fans, maybe it does interest them that they can spend their money at a business that’s already supporting their club. We’ve built a good momentum and it’s just about trying to carry that forward and sustain it throughout the year.
“We normally have a lot of enquiries in the Norton, Billingham, Hartlepool sort of area, but we’ve had a spate of enquiries within Middlesbrough recently. We’ve started to have interest from further afield and I don’t think that’s a coincidence. The link with the Football Club seems to be working.”