Eleven Sports Media

Situation

Eleven didn’t commence our first seasons work at Carrow Rd until mid December. This was a peculiar period of the Football calendar to begin a project, especially with a Club of such stature. Norwich City had felt the misfortune of being relegated to the third tier of the football league for the first time since 1960. The team were facing a challenging season on the pitch and a very capable commercial department were finding the task of fulfilling all the sponsorship space an arduous task off it. At the time of Eleven arrival to Carrow Rd the sponsorship itinerary was only at 60% occupancy. Eleven were given a 5 week period to locate a large number of local business. These business would benefit from advertising to an average home support of 25,000 football fans and would be aiming to build a long and prosperous business relationship with NCFC.

Approach

NCFC already have a substantial commercial department and many of the larger locally based companies were already affiliated with the club on numerous levels. Due to this the task of finding fresh Norwich based businesses was slightly more difficult than first anticipated. We began by concentrating on surrounding areas that had not been contacted as frequently as those areas surrounding both the stadium and central Norwich. Over the next 5 weeks this approach was the catalyst for the overall success of the project.

Execution

Appointments were made for two separate field representative to visit businesses located in different places and towns around Norfolk. This was due to significant time constraints, we needed to work quickly and efficiently whilst promoting a range of sponsorship and advertising opportunities around Carrow Rd. Over the 5 week project Eleven completed 31 sales within various mediums bringing in an exceptional amount of revenue with only 11 home games of the current campaign remaining.