EFL builds partnership with Wickes

The English Football League, which operates the three club divisions below the top-tier Premier League, has entered into a partnership with home improvement products retailer Wickes.

The three-year deal covers the 2016-17 to 2018-19 seasons and names Wickes as the official home improvement and building materials partner of the EFL.

As part of the agreement, Wickes has launched the ‘Because support begins at home’ initiative, which will include ticket giveaways and feature appearances from EFL players.

Amateur teams will also be given the chance to win free kits as part of Wickes’ soon-to-be-launched ‘Kits for Kids’ promotion. Both initiatives will be promoted in Wickes’ 215 stores nationwide and across its digital platforms, while the EFL will advertise the campaigns on its own social media channels and across its club network.

Each of the 72 EFL clubs will receive access to Wickes products for in-house refurbishment projects, while the company will be granted a range of marketing and promotional rights as part of the deal.

Ben Wright, commercial director of the EFL, said: “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.”