Dickens Self Storage Secures Middlesbrough Business Club Partnership

Dickens Self Storage Secures Middlesbrough Business Club Partnership


Family business shows commitment to Teesside region through football sponsorship

Dickens Self Storage has partnered with the Middlesbrough FC Business Club to continue the family business’ long-held ties to the Football Club. Through becoming a Business Club partner, the storage company see the Dickens branding broadcast throughout all of Middlesbrough FC’s home games at The Riverside.

Having formed the self-storage business in 2005, the family previously ran the Dickens DIY Stores that sponsored Boro’s shirts between 1984 and 1987. As a result, Dickens has been providing services to the people of Teesside for more than a century. Offering a range of storage solutions, Jonathan Dicken explained why Dickens Self Storage has seen continued success:

“In London, Manchester, or Birmingham, these types of services are more common. There are a couple of businesses doing similar work, but most other companies focus on the industrial container style storage.

“We’ve had steady growth over the years and we’re doing well. About 70% of our business is through the general public, usually to help with house removals. The remainder of our work is through other businesses, but they tend to be on longer-term contracts.

“The Dickens name was synonymous with the area and that’s why we kept it when we started self-storage. It’s still a family business, and we still pride ourselves on our customer service, which is what we were known for before.”

The Middlesbrough FC Business Club stems from a partnership between Eleven Sports Media and the Football Club. As a Business Club partner, Dickens Self Storage see their branding displayed on crowd-facing digital LED boards. Adopting a multi-layered approach, the company’s logo is also broadcast on both StadiumTV and StatTV screens, located within the concourses. Combined with in-game branding, Dickens Self-Storage feature on StatTracker social media content that is shared to the Football Club’s official channels.

In addition, all Business Club partners are invited to exclusive events that have included a tour of the stadium and Q&A evenings with former Boro players. Jonathan Dicken outlined why the business has continued to support the Football Club:

“Everything to do with our branding is well-recognised in the area. Back in 1986, we sponsored them as Dickens Ltd., right up until the Riverside was built. In that time, the club achieved two promotions and went up through the divisions. My parents wanted to help support the local team.

“My wife and I have been season ticket holders for several years. We are fans. Joining the Business Club was an opportunity to been seen supporting the Football Club that’s at the heart of the community. It’s the team we support and there’s a lot of people that follow them.

“We’re not expecting to gain hundreds of new customers, but it just helps raise awareness. Hopefully, when the people who go to the matches are thinking about storage, they’ll have seen Dickens Self Storage at The Riverside and think to give us a call.”

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