MARKETING
What I learnt... about sponsoring a football stadium
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Brentford’s 4-0 victory over Manchester United at the start of the season. On-pitch adverts mean Gtech’s name will be broadcast around the world
GTECH
The Times
Nick Grey, 54, is the founder and chief executive of Gtech, a home and garden equipment brand based in Worcester. He became the stadium sponsor of high-flying Premier League team Brentford FC last July as part of plans to raise its profile. The deal to name the club’s ground the Gtech Community Stadium was for ten years and cost a multimillion-pound sum. “We see this as a way to help create global demand for Gtech,” Grey said at the time. As the football season draws to a close this weekend, he reflects on how the sponsorship has worked in its first year.
With marketing and branding, some spend you know exactly where it goes and you watch it home, and other spend you pat it
