Stadium sponsorship at Northampton Saints Rugby Club is a fantastic opportunity for brands to attach their name and branding to one of the most iconic and historic rugby grounds in the UK.
The selling of stadium naming rights has become a popular commercial strategy over recent years as it helps both club and brand to reach their individual goals.
Rugby Stadium Sponsorship Opportunities
Rugby stadium sponsorship is a major investment for both brand and sports club. It’s really important that the deal is right for both parties, but when it is, it has the potential to hold a number of unique business benefits that will help your business reach its potential. Whatever your business goals, stadium sponsorship has the power to increase your brand exposure, nurture organic emotional relationships with fans, and demonstrates your long term commitment to success.
Brand awareness
Rugby stadium sponsorship is an effective way to grow your brand awareness and get your company in front of a highly engaged audience. The stadium and therefore the brand will become synonymous with the team and will be mentioned regularly on matchdays and in the media. This includes team news announcements, TV coverage, written new articles, events, online comms such as social media posts and much more. News and TV coverage ranges from local publications to large scale, worldwide media giants such as Sky or BBC.
Your branding will also be clearly visible to fans on a matchday and for those watching at home during televised games. Other onsite promotion will also be made available and branding will be visible around the stadium, such as in hallways, hospitality areas, events spaces or entrances, and on physical printed materials such as matchday programmes and tickets.
Fan loyalty
One of the biggest challenges facing many brands is achieving an emotional connection with an audience. This may take years to foster but can help a company build long-lasting, meaningful relationships with their customer base and develop strong brand loyalty. Stadium sponsorship is a highly effective way of building brand loyalty and forging out emotional connections between brands and their audience.
Sport is a hugely passionate industry and rugby is no different. Northampton Saints were established in 1880 and over the years have built up a fantastic local fanbase that care deeply about the club, with many supporters coming from a long line of deep rooted Saints supporters. Rugby stadium sponsorship gives you a platform in which to harness this devotion and ensures that the positive feelings towards the club will be shared with the brand.
Demonstrates a long term commitment
Stadium sponsorship is a fantastic way of showing your audience that your brand is here to stay. Stadium naming deals are often long term partnerships which demonstrates that you’re a brand that’s looking to the future. This helps to increase consumer confidence and builds a level of trust between audience and brand. Longtime fans of Northampton Saints understand that we are only interested in commercial partnerships with brands that share our vision and values.
Why choose Northampton Saints for stadium sponsorship?
Northampton Saints is one of the most iconic rugby union clubs in the country and has an illustrious history that stretches back well over a century. We compete in the top division of rugby in England - Gallagher Premiership Rugby league - and have won six major trophies, including the famous Heineken Cup in 2000 and the more recent Premiership Rugby Cup in 2019. We were also crowned English Champions in 2014.
As a rugby club we are fiercely competitive and are proud of our rich history over the years. We are always extremely ambitious and are constantly looking for new ways to bring further success to the club. Whether it be on the pitch, through our world-class hospitality offerings or with the help of our intensely passionate fanbase, Northampton Saints will always strive to take the club forward into new and exciting directions.
cinch Stadium at Franklin's Gardens
cinch Stadium at Franklin’s Gardens has been the home of Northampton Saints since our foundation in 1880. It is an iconic stadium in club rugby and currently has the 5th largest maximum capacity in Gallagher Premiership Rugby, with a maximum capacity of 15,249. It is the heart of rugby in Northamptonshire and is a major part of the club’s rich history of combining forward thinking ideas with tradition.
The stadium is famous for its fantastic matchday atmospheres, where the four stands become awash with the distinguished green, gold and black of the Northampton Saints. The four stands include the Carlsberg Stand, cinch Stand, Churches Stand, and Barwell Stand, each with their own unique hospitality and events spaces.
Meet cinch - the current Northampton Saints stadium sponsor
cinch began their relationship with us in 2020 where they became one of our primary elite sponsors. Within a year they had penned a new deal that seen the brand commit to the club for a much longer term of 6 years. Included in the deal was the renaming rights of the iconic Saints ground Franklin’s Gardens - which would go on to become known officially as the cinch stadium at Franklin’s Gardens.
The Saints rugby stadium sponsorship deal was the first in the clubs 141-year history. It was a decision that had to be right, because we knew how much Franklin’s Gardens mean to our loyal fanbase. It has been our iconic home since it first broke ground in 1880 and has been host to some of our most memorable club moments.
cinch quickly demonstrated that they were the right brand to uptake our first stadium sponsorship deal. They were passionate about working together to take the club further than they ever had done before and offered invaluable support during one of our toughest ever periods. We are both extremely proud of our stadium sponsorship deal and we’re excited to see how we help to bring success in the coming years.
How to find out more
At Northampton Saints, we would love to talk to you to understand your business needs, so that we can ensure that we can tailor a sponsorship package to suit you, so that we can help you deliver on your key objectives.
Please contact [email protected], and a member of our team and we will be happy to discuss the options available to you.
