Sage and Gary Neville partner with EFL

Sage has become the official accounting software partner of the English Football League, launching a UK-wide initiative to support small businesses connected to football communities across 72 clubs.

The partnership will aim to spotlight the role of local businesses that contribute to the matchday experience in towns and cities where EFL clubs operate.

Fans of all 72 EFL clubs have been invited to nominate local businesses that contribute to their club’s matchday environment. Three selected businesses will receive bespoke club sponsorships funded by Sage, with additional finalists receiving business grants and promotional opportunities during EFL matches.

Sage has already been working with nearly half of the clubs in the EFL and has expanded its involvement by incorporating in-game branded data graphics into over 1,000 EFL matches broadcast across Sky Sports, Sky Sports+ and ITV. These graphics have included real-time statistics such as win probabilities, possession data, and player metrics, aiming to give fans more analytical insight into the game.

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, former England international and co-owner of League Two club Salford City FC, has joined Sage as a brand ambassador. He 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.”

The EFL has stated that the partnership has reflected the shared commitment between the League and Sage to support the foundational role small businesses play in football and local economies.

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