Business Advantages of Supporter Community ... - Supporters Direct

1 Strategic PartnershipsKey Question:Has community ownership helped with the club’s development of itsstrategic partnerships?Top Three Findings:i) Clubs all felt that supporter community ownership enables them todevelop deeper and more long term strategic partnerships.ii) Strategic partnerships were strongest with their local authority, but alsoin many cases with club sponsors (see 2.3 below for further details onsponsorship).iii) The ownership structure helps to build trust between organisations andmeans that outside organisations believe supporter community ownedclubs when they talk about benefiting the local community or their local‘reach’. As such it is easier for supporter community owned clubs toalign agendas with public or public benefit oriented strategic partners.Perhaps the most important impactPerhaps the most important impact of supporter community ownershipof supporter community ownership on strategic relationships is with localon strategic relationships is with authorities, but it also goes beyondlocal authorities, but it also goes this to other businesses, residents andbeyond this to other businesses, community partners. The ownershipresidents and community partners. of the clubs and transparency involvedhelps to cement and underpin clubs’position as a focal point for a range of partners, including other businesses,public agencies and local authorities.One example, Brentford FC, identified their local authority, Hounslow,as their main strategic partner and were adamant that it has been theircommunity ownership structure that has helped them to get as far as theyhave with the development of a new stadium. Donald Kerr, Chair of BeesUnited said‘The Local Authority believes us, when we say that we want to build a communityasset, in a new community hub, with a stadium at its heart. In fact, they’re nowasking us when we’re going to put in a planning application; at a time when otherlocal authorities are saying they won’t give land or planning permission, Brentfordhave been encouraged and supported in this for about the last 7 years.’10 Supporters Direct Briefing Paper No.4