Robinsons Brewery have just announced a 3-year deal to partner the adult grassroots game in Greater Manchester with Manchester FA, the guardian of our national game in Greater Manchester and one of the biggest and most progressive of the football associations in the whole of the UK. It comes as the brewery approaches its 175th year and coincides with the FA approaching their 150th landmark. This move will see the Cheshire family brewers become the Adult Partner and Official Beer Supplier to the Manchester FA.
“We’re delighted to be given this opportunity,” said David Bremner, Director of Marketing at the brewery. “Clearly we have been around for quite some time but right now we are preparing for the next 175 years and this is just the sort of partnership that works for both of us. Let’s face it; football and beer are good alone, but together they are great!”
Football and Manchester have a long and proud history together and, as you would expect from a city that is so passionate about the game, clubs exist through every level of the Football Pyramid. There are 40,000 participants involved in the Manchester FA, including players, coaches, parents and volunteers...and that’s before you even count the fans! With 22 leagues and 3,500 teams, from grass roots through to professional, this is a very exciting platform for Robinsons to communicate and build up strong local ties with their core customer.
Combining an equally impressive heritage – stretching from 1838 – Robinsons hope that their sponsorship will be mutually beneficial and as the local clubs and leagues develop over the next 3 years they will each form a closer individual bond with their local brewery. One example of this is a plan to help “twin” local teams without a clubhouse with a Robinsons pub providing extra trade in tough business conditions.
“Helping develop the communities in which we trade is something we’ve done throughout our history and this partnership is a clear sign of our commitment to continue doing that. We have 360 pubs in the North West, many of which are a great meeting place for the teams within the Manchester FA. What's more, there is the opportunity to supply Robinsons beer and other drinks directly to the dozens who have their own club house or who would like to investigate developing one,” David added.
As well as several opportunities for advertising on the new web site (www.manchesterfa.com) the sponsorship includes naming rights for the six adult competitions and several direct marketing opportunities to the extensive player and fan database.
Robinsons announced this sponsorship on the back of a successful first year as official suppliers to St Helens Rugby League Club and on the anniversary of the launch of their ‘build a rocket boys!’ beer with Award-Winning band elbow.
The innovative partnerships that Robinsons have secured over the last 18 months has clearly helped to raise their profile, whilst simultaneously giving great access to a diverse range of new drinkers who are finding a fondness for Britain’s national drink younger and younger and are increasingly looking for authentic local beers.
Oliver Robinson, joint Managing Director at Robinsons, explains why he thinks this partnership is such a good match: “Like Manchester FA – an established, progressive and evolving organisation – we are passionate about ensuring the survival of our ‘sport’. The beer market is changing fast and, with more UK breweries now than any other time since the First World War, it is becoming increasingly challenging to stand out from the crowd.”
In addition to their brand new brew house, which is already kicking out some extremely tasty and exciting beers, Robinsons are in the final stages of opening a multi million pound Visitor, Event and Training Centre. Having such a unique facility on the doorstep of these teams, their players and staff can only be a positive.
Oliver goes on to say “The Visitor Centre is not only a great place for end of season dinners, which can include brewery tours, but there will also be cutting edge conference facilities on offer. You never know- some individuals may even be interested in running one of our pubs!”
Colin Bridgford, Chief Executive Officer at Manchester FA commented, “I am delighted that we are able to announce Robinsons Brewery as our official Football Development Partner for the adult grassroots game in Greater Manchester. The partnership will enable us to support the continued growth in the adult game and also provide a valued partner and brand to all our Manchester FA adult county competitions.” Colin added: “I would like to thank all at Robinsons for this opportunity; to be involved together and to share the excitement and passion that exists within the grassroots game in Greater Manchester I am sure will prove rewarding.”