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Charity’s Millwall Partnership Hailed At Awards

Tue 5th May 2015 | Marketing & PR

The successful partnership between Prostate Cancer UK and Millwall FC drew yet more acclaim at the BT Sport Industry Awards last week.

Industry leaders from the world of sport converged for the prestigious event at Battersea Evolution with Prostate Cancer UK’s ground-breaking relationship among the nominations in the ‘Best Sponsorship of a Team or Individual’ category.

The charity’s presence at the star-studded event in South London came after a hugely successful 2013/14 season in which themselves and Millwall worked closely on and off the pitch.

Prostate Cancer UK Chief Executive Owen Sharp spearheaded a Men United contingent at the event with the partnership up against Jaguar - Innovation Partner for Team Sky, Mars – England football team, O2 – England Rugby and Umbro – Everton FC.

And while O2 collected the top prize for their work within national rugby, Sharp believes the synergy between Prostate Cancer UK and Millwall, designed to let the charity ‘live its brand’ of being bold, direct and uncompromising, further highlighted its presence across the sporting landscape.

He said: “Men United is centred around friendship, and doing something great together, and the greatest testament to our wonderful relationship with Millwall is that it is as strong now as it was when our logo was emblazoned on their first team shirts in the 2013/14 season.

“Some questioned our logic when we begun our journey with the club, but working together to raise awareness of a disease that kills one man every hour has been an honour for us and long may our friendship continue.

“The legacy that exists now, not only in South London, but in the football and sporting fraternity, is built on those amazing foundations. Whatever division Millwall are in they are always Men United.”

Millwall Chief Executive, Andy Ambler, added: “Millwall’s relationship with Prostate Cancer UK has been a real force for good and we’re delighted to see that it continues to be recognised because it has been enormously beneficial to both parties.

“Prostate Cancer UK is a truly fantastic charity and does a monumental amount to ensure that as many people as possible are aware of the disease and its symptoms.

“Millwall’s involvement in that process, by wearing their logo on our shirts, providing regular information across our various publications, online platforms and much more, has been a source of real pride for everyone at the club."

The partnership between Prostate Cancer UK and Millwall was born in June 2013, when the Lions approached the charity following a recommendation by The Football League.

As part of the deal, the Prostate Cancer UK logo appeared on the front of the Championship club’s first team kit throughout the 2013/14 season. In addition the charity benefitted from in-stadium advertising, regular matchday programme features and a joint fundraising programme.

Millwall FC also waived all commercial fees, making the sponsorship free for the charity.

Posted by: Aaron Gourley

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