Heating Company Fires Up Partnership With Newcastle United Executive Club

Heating Company Fires Up Partnership With Newcastle United Executive Club

05.06.19

Coolbreeze promote growing side of the business through football sponsorship

Coolbreeze are celebrating their partnership with the Newcastle United Executive Club, which enables the business to connect with local people through the power of sport. Having the company’s branding displayed throughout St. James’ Park, Coolbreeze engage with more than 50,000 supporters, and reach a potentially national audience, during every Newcastle United home game.

The business was formed in 1996 by Dean Baardman, primarily functioning as an air conditioning company, before expanding into heating and appliances. More recently, Coolbreeze have moved toward a more service-based clientele as the heating side of the business has grown. This shift in focus led the company to increase their efforts in brand exposure, Baardman explained:

“We went from contracting work to more service orientated customer base. We’re still doing installation but we’re moving away from that. The heating side is the growing side of the business.

“Everybody’s got a boiler; everybody needs to have their boiler serviced and replace their boiler at home. That’s why we’ve partnered with the Newcastle United Executive Club, to get our name out to the public.

“With the pitch-side branding, there’s 50,000 fans that are in the stadium who are all domestic customers. They’ll see our name as it goes around the stadium and hopefully think of Coolbreeze when they need us.”

The Newcastle United Executive Club is formed from a partnership between Eleven Sports Media and the Football Club, allowing businesses to engage with supporters throughout every home game.

Coolbreeze sees their branding displayed on crowd-facing digital LED screens, as well as on StadiumTV and StatZone screens located within the concourses. Interacting with supporters at various points throughout each match at St. James’ Park has helped Coolbreeze form a positive association with Newcastle United.

Based in Gateshead, Coolbreeze already have a prior connection with the Football Club, having done the servicing and maintenance of the air conditioning at St. James’ Park. Expanding into sponsorship, Dean Baardman feels proud to be associated with the club he supports:

“Newcastle and the North East is a hotbed for football. All eyes are always on Newcastle united, it’s a footballing city. I’ve supported the club for a long time, since I was first taken across by my Dad at about 8 or 9, getting pushed through the turnstile during the Malcolm Macdonald era. It gives us loads of pride when our name comes up on the stadium.

“We’ve got about 20 employees in the company and it’s a 60-40 split between Newcastle and Sunderland supporters – but everyone’s local. Even with the directors, I’m a Newcastle supporter and our other Director, Joe Foster is a Sunderland supporter.”

In addition to providing brand exposure during home games, the Newcastle United Executive Club also supplies partners with a selection of matchday hospitality tickets; and the opportunity to attend exclusive partner events, that include Q&A evenings with former players.

With Coolbreeze aiming to reach a wider customer base through the Newcastle United Executive Club, Baardman explained how the partnership has helped increase the company’s brand awareness:

“We’ve had people text us and send pictures when they see our name going around on the LED screens. Friends, family, and businesses we’re associated with have all said they’ve seen it at the matches. There’s some added enjoyment as well because I am a Newcastle United supporter and like going to the games.

“We looked at it and thought we needed to shout about the heating side of the business. We’d done that through local advertising and being listed on Checkatrade – but being associated with the Football Club meant we could reach out to even more local people.”


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