Sponsorship still a valued aspect of marketing – Norwich and Peterborough extend Canaries partnership

Head of Sales and Marketing of Norwich City Football Club, Will Hoy, has expressed his delight at a recent extension of Norwich and Peterborough Building Society’s support for the team. With an affiliation between the club ad NPBS that stretches back to 1992, and the club’s main sponsorship now showcasing Aviva’s logo, it may have been viewed by some as time to draw things to a close.

However, the building society has announced that it will continue to sponsor a stand at Norwich’s Carrow Road and also extend their ‘Canary Account’ which is available to Norwich fans. The account not only offers benefits to fans such as tickets and signed balls, but also donates a percentage of the money saved by fans back to the club.

Mike Sketch, Sales and Marketing Director at Norwich and Peterborough reflected, “We are absolutely delighted to be extending the partnership. The values of the Club, which remains a family-friendly and respected member of its community, reflect our own and we are as proud of our support today as we were 20 years ago.”

The continuation of the partnership, especially in an uncertain economic climate, shows that NPBS clearly perceive it as something which adds value. By engaging the Canaries’ community, their marketing effort is no doubt benefitting from passive loyalty amongst the fans, and those who surround them, without the high cost of shirt sponsorship.

This mirrors the importance placed on online marketing and social media marketing by businesses. Gone are the days of spending millions on advertising and pushing products into a market, today’s consumer relies more on validation from peers and trusted social networks and communities.

To find out more about the Norwich and Peterborough Canary Account, please visit http://www.nandp.co.uk/canaries/

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