Northumberland FA Commercial Strategy

This commercial strategy will cover season 22/23 only due to the upcoming developments at Northumberland FA and the likely development of a new HQ early in season 23/24 which will clearly necessitate a new strategy in order to take advantage of new commercial opportunities.

It is anticipated that the adoption of this interim strategy will allow a seamless transition into fully commercialising the new HQ development

As a registered charity, Northumberland FA is dependent upon limited funding from The FA, our governing body, alongside any internal revenue such as discipline monies, affiliation and cup competitions, income from education (both directly delivered and via a share of income from online courses) and commercial partnerships/sponsorship.

FUNDED?

AIMS AND OBJECTIVES

We want to recruit partners who share our vision and values; and who can bring clear benefits to our participants, clubs and the wider grassroots community. Prioritising partners with these characteristics will enable us to build stronger partnerships, with more successful outcomes

We recognise that partnerships bring a wide range of benefits not just commercial. Much of our work around equality, inclusion and diversity depends greatly upon joint working with like minded organisations, sharing knowledge and expertise; building networks and interacting with harder to reach communities

Similarly, there are opportunity to develop partnerships with commercial organisations which are multi faceted, particularly with the advent of our new HQ development which will accelerate our ability to work with other organisations on a variety of projects

We recognise that developing a range of commercial and non commercial partnerships will strengthen both our ability to deliver our grassroots football strategy, and helps us to build our own brand for the future

FINANCIAL OBJECTIVES

Financially, we wish to develop new revenue streams, in order to increase our commercial income and reduce our reliance on core FA funding, in order to future proof the organisation.

Our current partners are from a range of backgrounds – some providing capital investment, others commission based and some a mix of both.

WHAT DOES COMMERCIAL SUCCESS LOOK LIKE?

We aim to build on existing partnerships and find new ways to develop these, particularly in light of our HQ development which will bring new opportunities.

We also wish to engage with new partners – both in terms of signing them up for partnership agreements, but also in a less formal way.

It may be useful to forge non commercial partnerships with some organisations initially, which can then be developed further once the HQ development is nearer completion.

COMMERCIAL STRUCTURE

Currently we operate a completely bespoke partnership service, tailoring benefits and investment to individual organisations. Although this allows us flexibility to respond to partners exact requirements, it creates potential inequality between partners.

We would propose to adopt a multi-tiered model going forwards, which would create a structured approach with a sliding scale of opportunities, which associated investment and benefit levels. As well as providing equality between partners, it would assist delivery by creating a structured approach.

Some level of customisation could potentially still be possible within the boundaries of the tiers. A breakdown of potential tiers is attached at Appendix 1.

COMMERCIAL LANDSCAPE

Currently, the majority of our partnerships are with organisation whose activities are related to sport these include providers of maintenance, facilities and sport related goods These work well, as our audience fits their customer profile and ensure effective marketing which meets their objectives.

However, we are aware that there is a large market out there of potential partners who sit outside the traditional sports organisation profile; but who may have other drivers which would make them a good fit for Northumberland FA.

For example, the ‘corporate social responsibility’ agenda is currently gaining in traction and there may be opportunities in this space to develop links with organisations who wish to engage with our audience in not purely in term of selling good and services, but for wider, more altruistic reasons

MARKET ANALYSIS COMPETITOR ANALYSIS

We have three main types of potential competitor other County FAs; other sports organisations and other charitable organisations

In reality, other CFAs do not really impact on our ability to attract partnerships in fact, they tend to bring in additional opportunities as businesses who develop a relationship with one CFA tend to go on to expand their partnerships into others

Other sports organisations, particularly those locally, and other charitable organisations are more of a challenge in terms of competition. They may be seen as more ‘deserving’ of investment particularly as football (and sometimes the image of The FA) is of an entity which has a lot of funding and is relatively wealthy

SWOT ANALYSIS

What can we offer that competitors cannot? This is explored in this SWOT analysis:

Strengths

Recognisable brand linked to The FA Image as governing body of football carries gravitas and image of responsibility Have ‘finger on pulse’ of local grassroots football landscape Wide engagement with both our direct participants but also their contacts and

communities

Registered charity

Experience of developing and managing successful partnerships both

commercial and delivery based with a wide range of organisations

Programme of annual, high profile events and programmes which offer partnership opportunities Opportunity to develop socially responsive programmes which harness the power

of football to support our local communities which may meet the requirements of business CSR programmes

Strong social media presence

Weaknesses

Assumptions it’s not always obvious that we’re a charity. Some organisations may assume that as we work in football that we are relatively wealthy and not ‘deserving’ of investment

Negative perception of our work in terms of reinforcing rules and regulations Lack of resource in terms of staffing impacts delivery

Opportunities

Links to wider community and ability to utilise the power of football to reach these audiences

New developments HQ, increased delivery provides opportunities for future partnership expansion Opportunities to gain further staff via apprenticeships and other means allowing additional delivery

Expand reach via potential link ups in charitable sector

Threats

Other organisations seen as more deserving Macro economic outlook

PARTNERSHIP ACQUISITION METHODS

Developing new partnerships will require significant resource in terms of time and effort. Tactics should include:

Networking effectively using existing methods including Chamber of

Commerce membership, plus exploring new ones

Developing partnerships marketing material

Promoting case studies of successful partnerships including testimonials

Research & target organisations that are potentially a good fit with NFA

Targeting those already invested in football in other regions

Identifying ‘football friendly’ business owners and decision makers

Utilising any existing links via staff/board

Consider partnership potential when engaging suppliers

Explore local organisations with linked CSR objectives or target markets

Enter regional and national business awards to build reputation

MONITORING AND EVALUATION

Effective monitoring and evaluation must be put in place in order to effectively promote our partnership offering by highlighting the success of existing agreements. This will also help us retain partners.

Tactics should include:

Updates with social media analytics to demonstrate value for money

Regular meetings with each partner to ensure engagement

Examine additional opportunities to extend existing partnerships

Explore ways to add value

APPENDIX 1

Platinum £6,000/year Gold £4,000/year

Silver £1500/year

Sponsorship of our

As Silver PLUS: Community Social Responsibility programme incl SCARF fund, Kit & Boot recycle Scheme, Club of Sanctuary

• 5 x complimentary Senior Cup Final Tickets at St James’ Park

• 5 x VIP Hospitality Lounge passes for the Senior Cup Final at St James’ Park

5 x complimentary tickets for the annual NFA Grassroots Awards

• Sponsorship of a County Cup competition (to be selected subject to availability)

• Ball Sponsor for a nominated Northumberland FA Cup Final at Whitley Park

• One pair of NUFC hospitality tickets per season.

• Possibility of obtaining FA Cup/ England tickets where possible

• Quarter-page advert in Senior Cup Final programme

• Quarter-page advert in all other County Cup Final programmes

• Two advertising boards at Whitley Park, home of NUFC U23s

As Silver PLUS:

Sponsorship of one of:

Female Pathway

Male Pathway

Inclusion Pathway Coach the Coach Referee

• 5 x complimentary Senior Cup Final Tickets at St James’ Park

• 5 x VIP Hospitality Lounge passes for the Senior Cup Final at St James’ Park

• 2 x complimentary tickets for the annual Northumberland FA Grassroots Football Awards

• Ball Sponsor for a nominated Northumberland FA Cup Final at Whitley Park

• One pair of NUFC hospitality tickets per season.

• Possibility of obtaining FA Cup/ England tickets where possible

• Quarter-page advert in Senior Cup Final programme

• Quarter-page advert in all other Cup Final programmes

• One advertising board at Whitley Park, home of NUFC U23s

• Name/logo on website including link to your own site

• Bi monthly social media posts advertising company products and services

• Inclusion twice annually in Northumberland FA’s email newsletter seen by 1,500 people per month

• 2 x complimentary Senior Cup Final Tickets at ST James’ Park

• 2 x VIP Hospitality Lounge passes for the Senior Cup Final at St James’ Park

• Certificate of membership for your business premises

• Use of our logo on your branding, highlighting your support of grassroots football

• 2 x complimentary tickets for the annual Northumberland FA Grassroots Football Awards

• Ball Sponsor for a nominated Northumberland FA Cup Final at Whitley Park

• Quarter-page advert in all other County Cup Final programmes

• One advertising board at Whitley Park, home of NUFC U23s