Off the pitch, the Northampton Town Commercial team are busy with the season only a few weeks old.
It has been a dramatic few years at what is now the PTS Academy Stadium, a promotion and league title win, an EFL Cup tie against Manchester United and now the Cobblers are hopeful of a successful season.
So too it seems, are the club’s partners and sponsors, with interest in the club strong, meaning it’s a very busy time for the club’s dedicated team of commercial staff.
Headed up by Commercial Director, Caroline Lucy, who has years of experience in Test Match cricket, as well as in football with Premier League and Championship clubs, these are exciting times for the Cobblers, their partners and supporters.
We managed to grab a quick word with Caroline as they prepared for their next home game.
So why are you so busy?
Our success is simply down to our honesty. We use a marketing-led approach focussing on the client and what they need to get out of their relationship with the club, be that match day, a conference, meeting or event.
“It’s not about selling an advertising board, or programme advert as that might not work for the client. It’s essential we listen to establish what their needs are so we can build a package to get the best possible result for them and one that suits their brand, target audience and budget."
“We work differently with the University of Northampton now than we did in the early days. We have varying levels of engagement with their students, from recruitment to graduation so they get a real experience of the club having employed two of their interns on a full time basis with plans to offer more employability in the future. That shows the partnership really working."
“In addition, the stadium here at Sixfields is now known as the PTS Academy Stadium having welcomed them to the club as major new partners this season and PTS are already seeing returns with the use of facilities and introductions to the club’s clients. "
Who is in your team?
Caroline said “I am fortunate to have a dedicated team of staff to work with.”
Commercial Executive Julia Perry, who is responsible for the full match day hospitality, events and administration has been with the club for 6 years and she has seen many changes. Julia said “We work with more partners now than previously, and matchday hospitality is busier than ever.”
“Charlotte Hyams, Marketing & Events Co-ordinator is a product of the University of Northampton Internship programme at the club. Today Charlotte is responsible for CRM, Digital, Radio and Social media marketing.
“Lisa Hust, recently promoted to Senior Commercial Sales Executive, has been with the club for 2 years and is a true Cobbler who loves the buzz of the club and bringing in new clients. Lisa said “No 2 days are the same, there really is nothing like it.”
“Ticket Office Manager, Christine Clarke says she is busier than ever selling tickets and the club’s matchday experiences which see hundreds of children every game taking part in a variety of activities. Christine often jokes there are not enough hours in the day as our matchday experiences keep growing with the Boost Cup half time penalty shoot out competition often selling out before a ball has been kicked each season!
“Matt Derrig works across both the media and marketing teams, and is also a product of the University of Northampton Internship and keeps busy with social media and the club’s website.”
Has the World Cup & England’s progression had any impact?
“Football is the number one sport in the world so England’s performance this year at the World Cup certainly drew a lot of interest! As EFL Family Excellence Award finalists regularly, we pride ourselves on our female spectator numbers and the Mick George Family area encourages Mums, Dads and Grandparents to come along, enjoy themselves and return for more – on top of this children under 7 still go free here at Northampton Town!”
If you would like a consultation with a member of the commercial team, get in touch by emailing firstname.lastname@example.org or call them on 01604 683734.