What was the partnership?
Prostate Cancer UK decided to partner with Millwall FC, a football club with a hard-boy image, after it was contacted by a director who had prostate cancer. Millwall offered the charity its shirt and stadium sponsorship package – worth £220,000 for the season – for free.
What did they do?
The charity factored key dates into its sponsorship, tying activity to events such as Movember and Father’s Day. Prostate Cancer UK had branding on the players’ shirts for every game, as well as prominent stadium branding and adverts and editorial in all home programmes. The charity was given access to players for endorsements, prizes for competitions and use of the pitch at the end of the season.
How have partners benefited?
Millwall was able to improve its reputation and has now found a long-term paying sponsor. The partnership succeeded in raising awareness of the signs of prostate cancer and of Prostate Cancer UK’s work among football fans. It also raised £33,000 from bucket shakes and other fundraising activities. The sponsorship has resulted in more opportunities for the charity, which will have its logo on the back of all players’ shirts of the Football League’s 72 clubs for the next two seasons.
What did the judges say?
Dominic Bond, UK managing director of the Sabre Charitable Trust, said: "It was a bold and fun collaboration that has left a fantastic legacy to the charity."
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