Swindon Town’s Innovative Seat Sponsorship: A Win-Win for Club and Local Businesses
Swindon Town Football Club has embarked on an “innovative” new fundraising and community engagement initiative, partnering with AdVantage Sponsorship to offer local businesses the unique opportunity to sponsor individual seats at the Nigel Eady County Ground. This pioneering scheme aims to bolster the club’s finances while simultaneously providing an accessible and impactful advertising platform for the region’s enterprises.
Under this new plan, businesses can secure sponsorship on the back of any seat for a remarkably affordable price of £48 per seat per season. This cost-effective approach opens the doors for smaller, local businesses to align themselves with the beloved football club, a privilege often reserved for larger corporations.
Ben Grayburn of AdVantage Sponsorships, the company spearheading this venture, shed light on the mechanics and broader vision behind the initiative. AdVantage Sponsorships, a relatively new entity launched in May, has already made significant inroads, collaborating with clubs like Hereford and Chester City, with plans to expand to Stockport County, Bath City, Woking, and Gloucester Rugby, among others. Their growing portfolio underscores the appeal and effectiveness of this sponsorship model.
For Swindon Town, the benefits are clear and substantial. The club retains a significant 75 per cent of the revenue generated from these sponsorships, providing a vital additional stream of funding. This financial injection is crucial for a club operating in the competitive landscape of professional football, supporting everything from youth academies to pitch maintenance and player development. Based on the success seen by other clubs, where between 10 to 20 per cent of seats have been sponsored, Swindon could realistically anticipate an additional revenue boost in the region of £85,000 this season alone. This figure represents a tangible impact on the club’s operational budget, enabling further investment into its infrastructure and on-field performance.
However, the advantages extend far beyond the club’s coffers. For local businesses, this initiative presents an unparalleled low-cost pathway to becoming an official club partner. Unlike the substantial financial outlay required for shirt or stand sponsorships, the seat sponsorship offers an entry point that is far more economically viable for small and medium-sized enterprises. This affordability democratises club partnership, allowing a wider array of local businesses to benefit from association with a prominent community institution.
Crucially, businesses that participate are granted permission to utilise the Swindon Town badge in all their marketing campaigns. This privilege is a powerful endorsement, lending credibility and local appeal to their brand. It allows them to tap into the club’s passionate fanbase and broader community, enhancing their visibility and fostering a sense of shared identity and support. This symbiotic relationship strengthens the bond between the club and the local economy, creating a mutually beneficial ecosystem where both thrive. The innovative seat sponsorship programme is poised to be a game-changer, fostering deeper community ties and providing sustainable growth for Swindon Town and its business partners.
