Orient Partners connected at the Breyer Group Stadium

access_time 4 months ago

The Breyer Group Stadium hosted some of the Club’s valued partners last week, for the first in-person edition of Partner Connect – a series of networking and educational events which have taken place virtually over the last year.

We were delighted to welcome representatives from our Club Partner companies back to E10 after more than a year away. 

The afternoon was kicked off by CEO Danny Macklin who looked back on a year unlike anything the Club has witnessed before, thanked Partners for their unwavering support during that year, and looked forward with optimism following the introduction of new investors and first team manager, Kenny Jackett.

Our guest panellists for the event were Bruce Hayward, Co-Founder of Tier One Worldwide, and Tim McLoughlin, Head of Sport Sponsorship at Cinch. Bruce began his career in the world of media buying, before moving into sponsorship strategy spending 6 years at AEG. Since 2016, Bruce has worked with both rights holders and brands to maximise their partnership opportunities, with clients including Silverstone Race Track, O2, Carlsberg, SSE and many more. Tim has also had a great deal of experience in sponsorship activation within the sports world – in 2013 he started at Saatchi & Saatchi and worked with brands such as Toyota, HSBC and Visa on their sports sponsorships, before moving to Hotels.com in 2016 where he drove partnerships with UEFA Champions League, Tottenham Hotspur, Dallas Cowboys, NBA, Ticketmaster and many more. Currently at Cinch, Tim is responsible for their sponsorships with England Cricket, the Lawn Tennis Association, Northampton Saints, and Tottenham Hotspur – although he insists a partnership with Spurs is not a requirement for him taking a job!

The panellists discussed the benefits to brands of having partnerships in sports, particularly, for Tim and Cinch as a relatively new company, the ability to build credibility and brand awareness within a broad audience far more quickly than traditional advertising would allow. He highlighted that sports partnerships can be a really valuable way of showing audiences what you stand for, and demonstrating relevance to your target audience through online content and activation.  Bruce focused on the importance of setting out objectives at the beginning of a partnership and understanding what success would look like: “a partnership doesn’t just stop at the signature of a contract”.

Following questions from the audience, Partners enjoyed refreshments and a chance to connect with other guests – with many looking forward to next season and the return to match days at the Breyer Group Stadium. We can’t wait to welcome them back along with fans, and would like to take the opportunity to thank all Club Partners once again for their support throughout the past year.

If you are interested in finding out more about how your company can benefit from a partnership with Leyton Orient FC, and also join our valuable Partner Connect network, please do get in touch by emailing [email protected].