Fair Game teams up with Elite Sports Marketing in ground-breaking deal

FAIR GAME and Elite Sports Marketing (ESM) have today announced the start of a collaboration between the two organisations that will see both groups promote sustainability in sport.  The partnership will see ESM utilising their extensive contacts within the football industry to promote and expand the Fair Game network of clubs.

ESM work with sports organisations and brands to enhance relationships and identify mutually beneficial sponsorship opportunities.  They are an industry leader in sports marketing with connections throughout football and beyond.  Fair Game, one of the UK’s leading voices in the campaign for a fairer future for football, are delighted to be working alongside ESM.

The partnership is based on the two organisations’ shared values of sustainability, ethics, and fairness in sport.  Sustainability is a key consideration for potential sponsors of the nation’s football clubs, who need to ensure their investments are in safe hands.  It is therefore in clubs’ interests to work towards a more sustainable future.

Fair Game provide the benchmark for sustainability in football through the Fair Game Index.  The Index ranks each of England’s professional football clubs for Financial Sustainability, Good Governance, Fan Engagement, and Equality Standards.  Performing well in the Index is indicative of a well-run club, which in turn could heighten interest from sponsors.

Through this new agreement, ESM and Fair Game will work together to build a successful partnership, utilising each other’s networks and influence to improve standards within England’s football clubs.

Fair Game CEO Niall Couper said:

“We are delighted to have secured this partnership. Along with ESM’s innovative web-platform their approach to partnerships has built them a reputation for integrity across the world of football. It’s clear that there is both ESM and Fair Game support the aim of stopping more clubs going bust by achieving greater fairness and sustainability in football.”

ESM CEO Michael Jackson said:

“It is becoming more commonplace for sponsors and investors in sport to demand values and behaviours that match those of their organisations and in the current landscape it is prudent for them to ensure that their investment is going to be used in a sustainable fashion. At ESM we see FairGame representing a kite-mark for integrity and sustainability and we are proud to be a Fair Game partner.  Going forward we will be recommending that all football clubs join fair game and that prospective sponsors use Fair Game as an additional metric to consider before investing.”