CORPORATE HOSPITALITY – HOW THE OTHER HALF LIVES

..

..

********************

..

The programme is always full of news of County’s success in attracting sponsorship –  the scoreboard informs us on a regular basis of the day’s match sponsor and there are regular mentions over the tannoy. To 99% of the crowd the name will go in one ear and out of the other but there is obviously some sound reason why companies are prepared to part with the readies and get their 90 minutes of publicity. I’ve never really given it much thought other than occasionally wondering exactly what sponsors get for their money – (after all they hardly get the sort of coverage that the Sharps and the Brothers of this world get for their investment not so far from Edgeley), and who actually benefits from these deals.

A couple of months before the end of the season I got a call from work colleague who asked me whether I fancied being the guest of a sponsor at the Blackpool game on Easter Saturday. The prospect was intriguing, and not for the free ticket that came with it, (after all County had banked my season ticket money some 9 months before). It was a chance to have a look behind the scenes and see just how valuable the arrangement was to both parties.

The afternoon started by meeting at EP couple of hours before kick off with a free bar in the sponsors lounge. For those uninitiated with the inner sanctum, this is a room under the Main Stand which is comfortably furnished and which contained publicity material relating to the sponsors. John Rutter and Bill Toseland acted as hosts and after an introductory drink the party of around 20 was transported to the Stakis Regency Casino where an excellent lunch was provided.   

Return to the ground coincided with the teams coming out onto the pitch – we were escorted to our seats at the back of the Main Stand and provided not only with the programme but also with a team sheet. At half time it was back to the lounge for the refreshment.

You have often heard gasps of amazement when Ken Boxhall announces the “Sponsors Man of the Match” and undoubtedly wondered whether the decision was made by people actually at the game – well it’s not a fiddle and all very democratic too. About 20 minutes from time John Rutter passed a sheet round for everyone to vote for the Man of the Match, and on that particular day it was duly returned with Mike Flynn as the nomination. (I’ll declare minority interest here and say that I voted for Ian Helliwell who instead found himself the Carling MoM).

I thought the game was a cracker but given the score line of 3-2 was relieved when the final whistle came. Then back downstairs for more free ale and the opportunity to chat with a few of the players Flynn and Helliwell received their awards with the latter showing great interest in the TV in the corner which showed the “Granada Goals” programme with his two in the game featuring strongly. Interestingly, the referee and his linesmen came into the lounge for a drink, took some good natured views and were prepared to give the reasoning behind some of the decisions they made.

About an hour after the game the gathering started to break up but not before all guests received a writing case with the sponsors themselves getting a framed shirt together with a suitably inscribed plaque.

So what can we make of all this?  From County’s perspective there is the tangible fee from the sponsors but I suspect more productive is the opportunity to get a good name in the business world in the hope of generating contacts which will prove useful as the club develops. I reckon that it’s hard work and for someone who has oft criticised the administrative set up at EP I thought it was well organised, well presented and left the guests with a favourable opinion. From the point of view of the sponsors it’s obviously the opportunity to entertain guests without the hassle of organising something, and cultivate contacts, for what I understand to be a very reasonable, tax deductible, outlay.

All in all an interesting experience with only one drawback – the seats are right at the back of the stand roughly level with the edge of the penalty area. Whilst a reasonable view it could be better – maybe the new stand will give the opportunity to improve things. So my thanks to British Gas, the sponsors that day, for the invitation. If you get a similar chance then take it – it’s a good day out. It’s part of the hard commercial world but the Friendly Club, so often found wanting in its customer relations, has got its act together in this area.

..

July 1995