Newcastle Building Society Sponsorship Case Study

We were delighted to receive a brief from Newcastle Building Society (NBS) who were looking to get into sponsorship to raise their profile locally and were keen to support football but also to follow their brand promise of local knowledge and mutual understanding.


After a thorough search to find the right sponsorship opportunity, and scrutiny over the best brand fit and activation possibilities, we proposed the Premier Division of the Northern Football Alliance League (NFAL). Despite higher profile football opportunities in the area, we felt that the NFAL was the best brand fit as it supported grassroots level of the game, therefore supporting the local community more directly, and enabling a stronger and more direct engagement with potential customers. We secured title sponsorship of the, now named, Newcastle Building Society Premier Division, with Nike sponsoring the First Division below that.


The brief included sponsorship search and negotiations, managing the relationship through the agreement, launch and planning of the activation, before handing over to NBS staff to carry forward.


The sponsorship drives awareness of Newcastle Building Society’s Sir Bobby Robson account, which donates 0.1% of the total balance in accounts to the Sir Bobby Robson Foundation and which reached a total donation of £1,000,000 in 2014.


Sophie Morris, Strategic Marketing Director, Millharbour Marketing said “It was important to be true to Newcastle Building Society’s brand values and find them sponsorship opportunities that would help them to deliver that brand promise. A higher profile p​roperty might have caught wider attention, but that was not the brief. It’s important that sponsorship fits well within the overall marketing strategy and that is what we have achieved for Newcastle Building Society here.”

Peter Riley, League Chairman, stated that he was pleased that a local organisation has agreed to support local grass roots football.

Andrew Haigh, Chief Operating Officer at NBS said “As a North East based organisation it is important to us that we support our local communities wherever possible. Our annual sponsorship of this League is a prime example of that and we are very proud to help support grass roots football in the North East in this way. To be associated with this well know and respected league is symbolic of the support we provide to the communities in which we operate.​”


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