Best Buy UK moves into sport sponsorship

Best Buy: becomes official technology partner of Everton FC
Best Buy: becomes official technology partner of Everton FC

Best Buy is making its first foray into UK sport sponsorship by becoming the official technology partner of Everton Football Club.

The US electrical giant opened its first store in the UK in May 2010, in an effort to pinch market share from rivals such as Comet.

Its first shop opened in Thurrock, Essex, followed by stores in Southampton, Liverpool and Merry Hill in the West Midlands.

Best Buy said at the time that it planned to open up to 80 UK stores by 2013.

The company first announced its intention to enter the UK market with the £1.1bn acquisition of 50% of the Carphone Warehouse retail division in 2008.

Best Buy's move to sponsor Everton comes as it bids to establish a greater resonance in the eyes of UK customers.

It already has existing sport sponsorship activities in the US, such as motor sport sponsorship.

The commercial partnership marks the first time that Everton has partnered with an official technology partner. The duration of the commercial partnership has not been disclosed.

To celebrate the deal, Best Buy will launch  a match day competition that gives Everton fans the opportunity to win a £500 Best Buy gift card.

At every home game at Everton’s Goodison Park, a camera will swoop across the crowd and pick out an Evertonian to be the lucky winner of the Best Buy-Best Fan competition.

Ian Boyton, sponsorship and events manager at Best Buy UK, said: "We know how important the club is to the supporters and we hope we can use our partnership to create an amazing match day experience for fans both in the ground and in their living rooms."

In its latest financial results, Best Buy UK posted a £62.2m loss in the year ending March 2011.

Part-owner Carphone Warehouse said the UK losses reflected its significant investment in developing the brand following its launch last year.

 




Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material