Business Advantages of Supporter Community ... - Supporters Direct

Over the seven years that the fans have been running Telford,
Carter says that they have seen a shift amongst their sponsors
from just providing advertising
Over the seven years that the fans in the ground, to becoming very
have been running Telford, Carter tuned into their corporate social
says that they have seen a shift responsibility (CSR) objectives.
amongst their sponsors from just The key sponsor, Cap Gemini,
providing advertising in the ground, is very keen on that. Carter
to becoming very tuned into their thinks that the fact that they are
corporate social responsibility a community-owned football
objectives.
club aligns itself very neatly with
potential sponsors’ CSR objectives.
He thinks that’s probably the most outstanding aspect and the club’s
most attractive feature for potential sponsors in comparison with
privately owned clubs.
The club work with Cap Gemini in a variety of ways – for example,
when they’re doing football coaching in schools, Cap Gemini
staff come and give out information on healthy eating. Carter
thinks that whilst this might have initially seemed very strange to
the organisation, they are now very comfortable with this kind of
involvement and see it as a big positive for them.
FC United of Manchester – Backing For a Community Club
Andy Walsh, General Manager of FC United, said that it is the
association with what the club stands for, rather than a straight
commercial proposition, which attracts sponsors:
‘Last time we conducted a survey of sponsors, we asked what the sponsors
wanted from their association with the club, with the overwhelming response
that they support what the club is trying to do in the community and the ideals
on which the club was founded. That was considered by the sponsors to be the
main commercial advantage and that they are doing it because they believe,
like the members of the club, that this is the way football should be run’.
FC United approach their sponsors to assist directly with the club’s
community work – for example, if they are running a tournament
at a community event, they ask sponsors if they want to assist in
that work. FCUM have also asked sponsors to assist the club with
fundraising for local charities.
In 2007 FC United’s members voted overwhelmingly to establish a
club rule that they do not have advertising on their playing strip, bar
Business Advantages of Supporter Community Ownership 19