brentford FC Scores Football Manager Deal
Premier League football club and Sport Industry Awards 2022 ‘Sport Organisation of the Year’ winner Brentford FC has announced a new partnership with Japanese video game and entertainment company SEGA.
The partnership centres specifically around SEGA’s football management simulation game Football Manager.
As part of the deal, the Bees will promote the upcoming launch of the latest game in the franchise, Football Manager 23, by running a series of activations and competitions.
Football Manager branding will also feature next to the technical areas and dugouts at Brentford’s 17,000-capacity Gtech Community Stadium for the remainder of the 2022/23 Premier League season.
With SEGA’s European Head Office being based adjacent to the Gtech Community Stadium, the club is also committing to working closely with the company’s employees on several community-based initiatives through the Brentford FC Community Sports Trust.
James Parkinson, Brentford FC’s Commercial Director said, “As a club, we always look to work with companies who align closely to our brand and values, and we saw many synergies between Brentford FC, SEGA and Football Manager.
“Just like at Brentford FC, the Football Manager game allows the user to understand data and analytics to advise on their decision-making around player trading, talent development and matchday team selection. We have a great relationship with our neighbours at SEGA and are looking forward to developing that further through this partnership.”
The Football Manager series is developed by London-based Sports Interactive, a video game developer that was acquired by SEGA in 2006.
Richard Trafford, Head of Partnerships and Business Development at Sports Interactive, said, “We are delighted to announce a brand new partnership between Brentford Football Club, Sega and Football Manager.”
Brentford have achieved a meteoric rise to the Premier League from League Two in 2008. The club’s strategic approach to player recruitment is a model all Football Manager players attempt to emulate.
“The partnership is a natural fit and we will be working with the club across a number of fan-led activations in the coming months including a FM Matchday Predictor Game and training ground experience.”
Image: Shutterstock
