Wickes & EFL Agree Official Partnership

Nationwide retailer Wickes has signed a new agreement to become the official home improvement and building materials partner of the EFL.

The multi-channel retailer has penned a three-year deal – negotiated by MKTG, who will also activate the sponsorship – providing the brand with a series of marketing and promotion rights across all 72 clubs.

As part of the deal, Wickes will engage with fans of the EFL through a new initiative, ‘Because support begins at home’, which will include ticket promotions and appearances from some of the League’s top talent. 

A second promotion, ‘Kits for Kids’, aimed at supporting local football teams will be launched, providing members of the local community the opportunity to win free full team kits.

Activated in Wickes’ 215 nationwide stores and across the brand’s digital portfolio, both campaigns have been designed to support local teams and their communities.  The EFL will support through activation on EFL.com, its social media channels and across the club network.

In addition, all clubs across the Sky Bet Championship, Sky Bet League One and Sky Bet league Two will have access to Wickes’ materials and product for in-house refurbishment projects.

Shaun Harvey, CEO of EFL said: “I’d like to welcome Wickes into our partner programme. It became clear during our discussions that many of our values are firmly aligned with those of Wickes and on behalf of our clubs, we are looking forward to developing a strong partnership over the next three years.”

Matthew Gaunt, head of brand & communications at Wickes said: “We are delighted to be partnering with EFL and deepening our involvement within football. Many of our customers and colleagues are passionate fans of EFL clubs across the country, we look forward to helping them get even closer to the clubs they love.”

Ben Wright, commercial director of the EFL, added: “Wickes have some exciting plans regarding the activation of the relationship and we believe that once introduced, these will start to deliver some real tangible benefits for clubs and their supporters.”