Car Finance Company Starts Up Partnership With Newcastle United Executive Club

Car Finance Company Starts Up Partnership With Newcastle United Executive Club

29.05.19

Refused Car Finance drive brand awareness campaign through local Football Club

Refused Car Finance has demonstrated a commitment to the company’s Tyneside roots by becoming a Newcastle United Executive Club partner. Based in Killingworth, the car finance brokers see their branding broadcast throughout St. James’ Park each matchday, reaching more than 50,000 supporters.

The business was formed by Craig Rutherford in 2014, who has grown the business from an office in a car dealership to a 20-person team. Returning to the North East having held high-level positions within the industry, Rutherford explained why he began the business:

“I wanted to take everything I knew from a national level and bring that up to the North East because there was nothing like it at the time. The desire was to offer a national business, housed in the North East, that was designed to help local people.

“We offer a personal service to everybody. We’re like an online broker passing on the best deals we can, but with the added North East service to local people. Our office has an open doors policy; anyone can come and see us.”

The Newcastle United Executive Club stems from a partnership between Eleven Sports Media and the Football Club, helping to increase Refused Car Finance’s brand exposure. However, being associated with the Football Club holds an added appeal for Craig Rutherford:

“From being a boy and having the heroes of Malcolm Macdonald and Terry Hibbit through to the Kevin Keegan era, it’s in the blood. It’s a religion of its own; it’s not just a vocation.

“So, when it comes to the opportunity of being involved in sponsorship to people like us – North East Newcastle United fans – putting our message in front of like-minded people, that’s what we’re about. We’re talking to our sort of people, and we are one of them.”

As Newcastle United Executive Club partners, Refused Car Finance see their company branding displayed on crowd-facing LED screens, as well as StadiumTV and StatZone screens within the concourses. This approach enables business to engage with supporters throughout every game. Craig Rutherford explained the benefits of his business being linked to the “biggest brand in the North East”:

“It gives us added credibility. It means that we have branding that people can connect more favourably with, because they recognise the brand from their social life.

“You don’t change your car every week. Being aware of a brand for when the time does come that you to change your car is important. It’s one of those brands that you hope would stick in the mind and be familiar to our demographic in the area.”

In addition to matchday branding, Executive Club partners are also provided with a selection of hospitality tickets and are invited to exclusive events, which include Q&A evenings with former players.

“I think the sense of inclusion, that you feel part of something, is very good. It gives us a fantastic opportunity to be associated with the club that we love, in Newcastle United.

“There’s nothing better than when you’re sitting there, and you see all the logos going around. It is something to be proud of.”


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