Sterling Accounting Solutions Counting On Watford FC Business Club Success

Sterling Accounting Solutions Counting On Watford FC Business Club Success

15.05.19

Local accountancy firm strengthens support for club by joining partner programme

Sterling Accounting Solutions (SAS), a family run accountancy practice, is hoping their connection with Watford Football Club can strengthen their bonds with the local and regional community and further accelerate the impressive growth that their business has achieved to date.

The company which sees John Sterling and his two sons, Tom and Will, provide accountancy services to SMEs across the Watford, Hertfordshire and London areas, have a long standing connection with the FA Cup Finalists, with John supporting the club since the 1960s and Tom being a season ticket holder for more than 30 years.

SAS have solidified that connection with the Vicarage Road club by becoming a member of the Watford FC Business Club partner programme. Membership sees the company’s brand showcased on the pitchside LED at the stadium, and also featuring on fan engagement screens in concourse and hospitality areas.

SAS also see their company key messages appear on the club’s official social media feeds in the build-up to big matches with branded content sponsoring the StatZone channel of match stats and facts.

The Watford FC Business Club stems from a partnership between Watford FC and Eleven Sports Media and helps local and regional businesses raise the profile of their brand with one of the most recognisable names in English football. In addition to matchday branding opportunities, SAS also benefit by being able to use Watford FC Business Club brand iP and attend exclusive events.

“The bigger accountancy practices that have been established for many years, everyone knows their names and recognises their logos. Being a relatively new practice that is expanding quickly, we’ve identified this partnership as an excellent tool to add instant credibility and help propel us forward by creating brand exposure to a much wider audience than we could reach organically,” said Tom Sterling, Director at the accountancy practice.

“We put the logo on our website and email signatures, tweet about it and regularly post on LinkedIn. People are becoming aware of it and asking questions how we got involved.”

“When we have had meetings with new and prospective clients it is something we can drop into the conversation so that people can see that we are an ambitious company and that we have strong links to the local area, which is what sets us apart from many of our larger competitors.”

The Sterling family practice began with father John who previously held numerous FD roles within the construction industry, and while John is well established in the Watford area, the launch of SAS five years ago has seen them quickly become one of the most innovative accountancy firms in the region.

“We really are a forward-thinking accountancy practice,” Tom continues.

“People have had quite a stuffy picture of accountancy practices in the past, ideas of people in suits tapping away on calculators and charging unjustifiably high fees.”

“We partnered early on with a cloud-based software provider, Xero, which has revolutionised our processes. Powered by a young tech-savvy team, technology adoption has been an ongoing process, with time-saving apps that integrate with Xero being released all the time.

“It’s a real-time software so we can see exactly what is happening all the time. With much of the time-consuming manual processes fully automated and having access to live data, our team can focus on actually giving clients what they want; advice and guidance to help them achieve their business goals.”

The Sterling family will be at Wembley this weekend hoping to see the Hornets claim silverware in the FA Cup Final against Manchester City. Tom is keen to see the association with the club pay-off in other ways: “We are growing the company and the next 12 months is hopefully where we see the real benefit and get some leads from having the partnership. Having outgrown our current premises, we are in the process of moving and that is a big change for us as we continue our expansion. Exciting times lay ahead for everyone involved at SAS.”


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