The East Northamptonshire football club is the latest organisation to join the Wellingborough & East Northants Chamber of Commerce and hopes businesses looking to increase their profile will come on board to support the community-centred club as it embarks on a five-year plan for growth.
We spoke to John Gregory, Commercial Director and David Taylor, Strategy Director.
John said: “Because of COVID-19 Auto Windscreens confirmed they would not be taking up their second and final year option as main club shirt sponsor for the 2020-21 season.
“The sponsorship package is a substantial part of our annual budget, so the search to find a new sponsor remains a priority.
“As one of the most well-known community football clubs in England, we pride ourselves in working as closely as possible with all our advertisers and sponsors. We want to share our vision and values with as many respected and highly prominent local businesses as possible.
“We are looking to establish a clear synergy committed to the community within Northamptonshire and who will benefit from being associated with AFC R&D. Moreover, business partners who will be with us as we plan for our new home.”
Last year the club announced an outline agreement had been reached for a new, purpose- built football facility on land owned by the Duchy of Lancaster off Kimbolton Road in Rushden. This will create a beacon for sport in the area while providing specific multi-use space for meetings and wider community use.
The First Team currently play in the Southern League which encompasses the A14, M1, M6 and M11 corridors, serving 9 million people.
John added: “Our reach provides a unique opportunity to promote our sponsors as part of a highly cost- effective package. We pride ourselves on our social media activity and promote our business partners as much as possible including regular coverage in the local, regional and national media.”
AFC Rushden & Diamonds (AFC R&D) is an accredited Community Benefit Society formed in 2011, The football club was created by a large group of supporters from the original Rushden and Diamonds FC when that club was expelled from the Football Conference in 2011.
During its recent history, the men’s first team, led by former professional footballers Andy Peaks and Scott Carlin, have enjoyed major success with a consistent rise through the non-league pyramid system, where the club now sits at Level 3 with an overall attendance of nearly 25,000 across all games.
Since 2017 the club has shared a ground with Rushden and Higham United (RHU) in Hayden Road, Rushden. During this time, they have installed additional facilities, including two new spectator stands (terrace and seating) along with additional catering provision and retail units. Hospitality facilities have been enhanced by the club’s partners RHU.
John added: “As further success has been achieved, through the hard work and dedication of all of our volunteers and staff we have been fortunate to see the demand for our outreach programmes grow.
“Today we have nearly 50 Teams (academy, boys, girls, walking football and disability football) and thanks to our club over 500 children and young people as well as approximately 70 over 50-year olds who are part of our Community Walking Football Programme – as integral parts of our outreach programme in East Northamptonshire.”
Speaking about the reasons why AFC R&D have joined the Chamber David said: “Now, as a member of the Wellingborough and East Northamptonshire Chamber of Commerce we are looking forward to engaging wider with the local business community which encompasses so much of our catchment area.
“We are now finalising our five-year Strategic Plan covering 2020 -2025. Integral to this plan will be ensuring we remain sustainable, delivering strong performance on and off the field, finalising the move to our new home, increasingly being at the heart of the community we serve, create a high quality and welcoming experience, and ensuring participation in sport and improving local outcomes. Many of these principles will be like business in the Chamber and we want to engage fully with members to assist us in achieving our objectives.
“Our aim is to reach the National League in a sustainable way, creating strong working partnerships with local and national companies.”
Johnadded, the club also has a whole range of advertising and sponsorship opportunities available to local businesses at very reasonable costs including stand and pitch side advertising boards, season-long full-page programme advertising, match and match ball sponsorship packages, First Team and Academy Team kit sponsorship packages, Lead AFCR&D TV sponsor with many other packages also available.
Details and costs for all advertising and sponsorship packages are available from commercial director John Gregory: marketing@afcdiamonds.com, 07788 102430. Additional information about our term strategy and how you may be able to help is available from strategy director David Taylor on davidtaylor.14bur@btopenworld.com.