NETA Training Group has partnered with the Middlesbrough FC Business Club, combining two institutions of the Teesside region. Having helped train thousands of highly skilled workers since 1975, NETA’s partnership with the Business Club sees its company branding broadcast throughout every home match at The Riverside.
Offering a variety of training courses and apprenticeships, NETA has sought to train local people in traditional industries, as well as developing new courses to adapt to a changing job market, such as within the renewable energy sector. With more than 5,000 people attending a NETA-led course per year, Managing Director Phil Blewitt explained why joining the Middlesbrough FC Business Club was important to the company:
“NETA has a strong and long-established local brand that’s been in the area for 44 years. Obviously, the Football Club is important to the community as well, so it made complete sense to us to be associated with them and to be able to support the club.
“You have people of all ages and walks of life that are Middlesbrough supporters that have either used NETA or require the training we provide so it gives us an opportunity to be able to promote ourselves to 23,000 people, on average, at every home game.”
As a Middlesbrough FC Business Club partner, NETA Training Group sees their company branding displayed on both pitch and crowd-facing digital LED boards, as well as StadiumTV and StatTV screens, located within the concourses.
Adopting a multi-layered approach sees the business interact with supporters at various points throughout each matchday. In addition to the brand exposure that NETA Training Group experiences at the Riverside, the business features on StatTracker social media content that is shared to the Football Club’s social media pages.
Moreover, all Middlesbrough Business Club partners are invited to exclusive events, which have included a tour of The Riverside and Q&A evenings with former Boro players, as well as being provided with a selection of hospitality tickets throughout the season. Providing opportunities for NETA to network with other local businesses, Phil Blewitt views these events as an important aspect of the partnership:
“Our focus now is growing the number of apprentices that we bring into the organisation, it’s about re-engaging with those companies and getting them to sign up an apprentice. The events give us an opportunity to network with like-minded businesses. It enables us to promote what we do to a wider audience than before.”
With football playing an important role within the local community, many of those involved with NETA Training courses are supporters of the Football Club. As a season ticket holder, Phil Blewitt has seen the level of brand exposure that NETA Training enjoys at the Riverside, first-hand:
“The football club is at the heart of the local community and has been since its inception, that’s why we wanted to be linked with them. It makes me proud when I see our brand going around the pitch.
“We’ve held hospitality events with key clients at matches, where we can have discussions in a relaxed atmosphere around skills and apprenticeships, what their plans are for the future, and how we can support them.
“The opportunities that the Business Club has presented for everyone has been great. It’s about getting our message out there about who we are, what we do, and why we do it. Linking that with Middlesbrough FC, through the power of sport, it helps bring people together.”