August 3 – Trade tools and hardware retailer Screwfix has signed a three-year partnership with the English Football League (EFL), expanding the company’s presence in football from its broadcast sponsorship of the EFL’s 127 games on Sky to an official relationship with the league.
The EFL already has a partner in this sector with Checkatrade, a directory of recommended and trusted tradesmen. The Checkatrade trophy is played for by clubs in League One and Two as well as the reserve teams of 16 Premier League clubs.
Described as a multi-million deal, Screwfix will be designated ads a ‘Proud Partner’ and “will give exclusive experiential rights to Screwfix, with tailor-made EFL experiences throughout the tenure available to supporters of EFL Clubs and customers of the retailer.”
Caroline Welsh, brand and marketing director of Screwfix, said: “Football plays a huge part in our customers lives and we are delighted to be the Official Partner of the EFL. This partnership is important to us as it allows our customers to access the games they love and fingers crossed be part of their team’s play-offs at Wembley Stadium. We look forward to working with EFL and bringing football even closer to our customers.”
The EFL kicks off the weekend with the first game in the Championship tonight featuring Reading and Derby. It promises to be one of the most competitive and tight league seasons to date with a number of clubs having invested significantly in players in their bids to get into the Premier League.
Shaun Harvey, EFL chief executive, said: “We are delighted to welcome Screwfix as our new Partner. Screwfix are an important addition to the EFL’s stable of partners and, of course, already familiar to fans of our Clubs through their previous advertising around our games “
“They join us at an exciting time, on the eve of what we expect to be an exciting and inspiring Season. Judging by the activities of Clubs over the summer, it is set to be as competitive as ever with managers and players, up and down the country poised to grab the weekend headlines.”
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