Sage, a leading provider of accounting software, has announced a partnership with the English Football League (EFL) in an initiative aimed at supporting small businesses connected to football communities across 72 clubs. The collaboration also sees former England international and co-owner of League Two club Salford City FC, Gary Neville, joining Sage as a brand ambassador.

The partnership aims to highlight the significant role local businesses play in enhancing the matchday experience in towns and cities where EFL clubs operate. Fans from all 72 EFL clubs have been invited to nominate local businesses that contribute positively to their club’s matchday environment.

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Three selected businesses will receive bespoke club sponsorships funded by Sage. Additional finalists will benefit from business grants and promotional opportunities during EFL matches. This initiative underscores the shared commitment between the League and Sage towards supporting small businesses' foundational role within football communities and local economies.

Enhancing fan experience through data graphics

In addition to this new initiative, Sage has already been working closely with nearly half of the clubs in the EFL. They have expanded their involvement by incorporating branded data graphics into over 1,000 EFL matches broadcast across Sky Sports, Sky Sports+ and ITV.

These graphics include real-time statistics such as win probabilities, possession data, player metrics among others. This innovative approach aims at providing fans with more analytical insight into games thereby enriching their viewing experience.

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Steve Hare, Chief Executive Officer of Sage, said:

“We’ve been supporting British small businesses since we were founded, including many football clubs up and down the country. It’s fantastic to bring all of this together in support of the small businesses that power the football experience week in, week out. This is more than a sponsorship, it’s about delivering real value to the communities that make football what it is.”

Gary Neville joins as brand ambassador

Gary Neville's involvement adds another layer of excitement for sports fans. As a former England international player who now co-owns Salford City FC in League Two, his insights will be invaluable for both sports fans and those interested in sports betting alike.

Gary Neville, co-owner of League Two club Salford City FC, said:

“Football is more than what happens on the pitch, it’s a tradition rooted in local communities. The small businesses around every ground make matchdays what they are, from the cafés to the corner shops and coach companies. I’ve seen it from my time as a player and now as an owner, just how vital these businesses are.”

Neville's association with this initiative reflects his commitment towards supporting grassroots football while also promoting responsible business practices within sport-related enterprises.

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The partnership between Sage, Gary Neville and the EFL is a significant step towards supporting small businesses that contribute to the football community. By spotlighting these businesses and providing them with financial support and promotional opportunities, this initiative aims to strengthen local economies while enhancing the matchday experience for fans. The addition of in-game data graphics further enriches fan engagement by offering deeper analytical insights into matches. This collaboration sets a new standard for how sports leagues can work with businesses to benefit fans, local communities, and the sport itself.

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