In the world of sponsorship, the English Premier League continues to dominate with numbers in sectors that would make every other property look pale and wan by comparison.

The value of shirt front and kit supply partnerships alone in 2020 was estimated by KPMG to be worth €832 million and the secondary deals across multiple countries is worth more again.

One of the new deals signed in 2020 was brokered by Sport for Business member Halpin Sports Sponsorship and the story behind it gives a good insight into the how and why of such deals.

At the start of this season, Chelsea FC unveiled Go Markets as their new ‘Official Global Online Trading Partner.’

Chelsea CEO Guy Lawrence announced the three-year deal saying that “We are delighted to welcome GO Markets as our official online trading partner. GO Markets complements our unique team of partners. We both strive for success and have received many awards. We look forward to working closely and ready to introduce our fans to their impressive range of online shopping services.”

Louth

So how did a sponsorship agency based in Blackrock in County Louth come to be part of the deal?

We reached out to Go Markets, whose headquarters are in Melbourne, Australia, earlier this year explaining the work we undertake, outlining some of our achievements so far and after gauging their thoughts on sponsorship, we set about to find the ideal platform that would achieve their objectives,” said Peter Halpin.

The company was fresh from setting up a new partnership between QPR in the English Championship and Clarity Travel and was well versed in the value of football deals.

“For a company who had previously never committed to sponsorship, we were happy to guide them and most importantly ensure their objectives were met,” added Halpin.

“As a rule with all brands we work with, we wanted to gain a clear and concise understanding about their company objectives in detail, the most desired outcome for Go Markets, their budget which allows us to understand the size of the project as well as a preferred start date and completion of a partnership.”

Information shared

“Go Markets were great to work with and understood that the more information they shared with us, the greater chance we had of providing that perfect partnership for them. We were aware that Chelsea Football Club had an opening within the sector and we were confident all Go Markets objectives would be met by the club, who are always a pleasure to deal with.”

The work of introduction and alignment produced a three-year deal that is now being rolled out to Chelsea’s global audience.

As in so many deals like this, it’s all about knowing what you want to achieve, being clear about the budgets you have available and getting the right introduction.

Peter Halpin began his career in football in a variety of commercial roles with Dundalk FC, Bohemians and Glentoran and established his own consultancy in 2010.

The business now has a client portfolio featuring several clubs in the English Premier League, the Championship and elite European leagues including La Liga, Bundesliga, Serie A and Ligue 1.

Sport for Business Partners