ACTION CAN X REGIONAL FOOTBALL PARTNERSHIPS

Building Regional Impact Through Football: How WeAreNinety Delivered Action Can’s Multi-Club Sponsorship Strategy

WeAreNinety supported CRC Industries (Action Can) in delivering a strategic regional football sponsorship programme, leading negotiation, brokering, management and activation across four English Football League clubs to drive targeted brand awareness across key UK markets.

Action Can x Regional Football Partnerships

Action Can’s Regional Football Strategy — Brokered and Delivered by WeAreNinety

A targeted sponsorship approach designed to build regional presence and authentic fan connection

At WeAreNinety, we specialise in turning sponsorship into meaningful connection. When CRC Industries (Action Can) approached us to support their expansion into football, the brief was clear: build strong regional partnerships that would drive awareness, relevance and long-term brand visibility across key areas of the UK.

Rather than a single national partnership, the strategy centred on targeted regional engagement, using football’s deep community roots to connect Action Can with local audiences in an authentic and impactful way.

Setting the Objectives

Before entering the market, we aligned the strategy around three core goals:

• Secure football club partnerships across key regional markets

• Lead sponsorship negotiation, brokering and rights management end-to-end

• Deliver partnerships that connect Action Can with supporters both on matchday and beyond

  
  

The focus was precision over scale - selecting the right clubs in the right locations to maximise impact.

A Regional Partnership Strategy

To meet the brief, we developed a four-club regional partnership model, identifying clubs with strong local influence across different areas of the country.

This approach allowed Action Can to build meaningful presence within multiple communities while maintaining consistent brand messaging across all partnerships.

The resulting collaborations included:

Leyton Orient

Leyton Orient x Action Can

A key partnership in London and the South East, helping Action Can engage one of football’s most passionate community-driven fanbases while strengthening brand visibility in a major commercial market.

Bolton Wanderers

Bolton Wanderers Business Partner Elite - Action Can

Providing strong reach across the North West, this partnership connects Action Can with a historic club and loyal regional audience, reinforcing brand presence in a key industrial heartland.

Huddersfield Town

Huddersfield Town Official Partner x Action Can

Strengthening Action Can’s reach across Yorkshire and surrounding regions, this partnership supports visibility within a highly engaged football community.

West Bromwich Albion

West Bromwich Albion x Action Can

Expanding presence across the Midlands, this collaboration provides scale and strong supporter engagement within one of England’s most established football regions.

End-to-End Sponsorship Delivery

WeAreNinety led the programme from strategy through to execution, managing every stage of the partnership process, including:

• Regional market planning and club identification

• Sponsorship negotiation and rights brokering

• Partnership management and stakeholder coordination

• Activation planning

This ensured consistency across all partnerships while allowing each club collaboration to feel locally relevant.

Built for Long-Term Impact

By adopting a regional approach, Action Can can now engage supporters across multiple markets while building sustained brand awareness within football culture.

The strategy demonstrates how targeted sponsorship, delivered with clarity and purpose, can generate meaningful connection and long-term commercial value.

Want to Partner with Purpose?

Whether you're a brand looking to enter football, expand regionally or maximise the value of sponsorship rights, WeAreNinety connects ambition with opportunity.

For more information, please contact: Press Contact: Charlie Weir Email: charlie@weareninety.co.uk

About WeAreNinety: WeAreNinety is a sports marketing collective, specialising in creating impactful marketing strategies that connect brands with passionate audiences. With expertise spanning strategy, activation, athlete marketing, talent marketing and creative, WeAreNinety helps brands across sport, lifestyle and entertainment achieve their business goals through innovative storytelling and consumer engagement.