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Football Sponsorship Drives Business Success For Vanarama

Thu 11th Jun 2015 | Football Sponsorship

Vanarama, the van-leasing company has enjoyed record commercial results thanks to its sponsorship of the top tier of non-league English football. 

Vanarama has successfully placed football at the core of its marketing strategy since becoming title sponsor of the National League, formerly known as the Football Conference, for the 2014-15 season.

The deal has seen Vanarama accelerate ahead of its competition with an 85% surge in enquiries resulting in a 56% growth in sales volume, versus average growth of the commercial vehicle sector of 11%.

Thanks to record interest and attendances for non-league football, 25% of UK football fans surveyed by Repucom are aware of the Vanarama brand.

Across the National League’s three member divisions, regular season matches were attended by 1.6 million fans. The end of season showpiece, the Vanarama Big Day Out, drew 47,029 fans to Wembley, a larger attendance than the League Two Play-Off-Final.

The sponsorship has also boosted Vanarama’s online presence; key for a business which is largely e-commerce based, with a 105% increase in web traffic, 321% improvement in SEO ratings and a 1,995% rise in Twitter followers. 

Andy Alderson, Managing Director of Vanarama said: “I believe that the increased brand awareness has led new customers to consider leasing for their next vehicle, accelerating Vanarama’s growth at the same time as boosting the leasing industry as a whole.

“This means we are ideally placed to grow further in the 2015-16 season.

“Our first season has demonstrated just how effective a major sponsorship can be in achieving brand recognition.

“As we move towards next season I look forward to raising the profile of non-league football while cementing that brand awareness still further in the minds of van driving football supporters!”

The partnership was created by London based sports marketing agency SportQuake. Founder and CEO Matt House commented: “I loved the disruptive nature of what Vanarama were doing to re-invent van leasing but having worked successfully building many emerging brands felt strongly that a smart sports marketing campaign would get them 0-60 faster.

Brian Barwick, Chairman of The National League said: "I think Vanarama and The National League‎ are a great fit. I also applaud Vanarama for their ambitious move into sponsoring a sporting competition.

“I think they can now prove how effective it has been and will be going forward. They have worked very hard in terms of getting the message out there - and it has worked brilliantly for them." 

Posted by: Aaron Gourley

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