Northampton-based IT services organisation, First Choice Cabling has agreed a three-year deal to become a Reading FC Associate Partner.

The Agreement, which is managed by sports right specialists, Eleven Sports Media, will allow the facilities company to reach out to Reading FC’s business community via Eleven’s powerful fan engagement platform.

Designed to give local businesses a voice in sport, fans will see First Choice Cabling’s message delivered via multiple digital touchpoints each matchday.

Reaching fans at every stage of the matchday journey, First Choice Cabling will reach out to its audience using fan engagement platforms installed throughout the concourse, hospitality, and pitch-facing areas of the Select Car Leasing Stadium, connecting them to ever-growing television audiences and supporters within the 24,000-capacity arena.

First Choice Cabling will use the platform to share information about its services, which range from the installation of fibre optic and data cabling, as well as the delivery of reliable wireless networks, audio visual installations, and network maintenance for businesses of all sizes.

Explaining more about the agreement, Director, Rob Mills, of First Choice Cabling commented,

“We’re excited to be working with Eleven Sports Media and to join the Reading FC Associate Partnership. It will provide us with a highly visible platform through which to promote our services to Berkshire businesses in need of a reliable IT provider.”

“Technology is moving so quickly; it can be difficult for businesses of all sizes to keep up. We provide consultancy and network design services to help organisations future proof their infrastructure, whilst providing end to end support. The Associate Partnership at Reading FC will enable us to share that message regularly with large and small business customers, to help them grow through reliable ICT infrastructure.”

The Associate Partnership will help First Choice Cabling to share its message throughout the stadium, featuring alongside engaging StadiumTV and StatTV content, broadcast in concourse and hospitality areas, as well as via high impact pitch-facing LED and big screen.

Beyond the stadium, the company will see its brand feature alongside wide reaching Statzone content which shares match stats with fans following via Reading FC’s official social media channels.

With over 50 years of combined experience and strong relationships with major manufacturers within the industry, First Choice Cabling prides itself on providing excellent standards of workmanship and communication, a message the company plans to reinforce with potential customers at Reading Associate Partner networking events.

As a Reading FC Associate Partner First Choice Cabling will access a range of networking opportunities, both in person and virtually. Eleven Sports Media host events for Associate Partners to come together, offering invaluable opportunity for the local business community to come together and share ideas.

For an IT services company that prides itself on the development of long-lasting relationships with clients, face to face contact is important. By understanding customers’ needs, the company is able to move beyond technical specifications and personally identify business needs, which saves money over time.

The company plans to use networking events to expand its core client base, which includes customers in education, construction, food and beverage, banking, retail and office sectors.

The agreement comes as First Choice Cabling have experienced a period of growth in 2021, and a recruitment drive which has seen the company expand its engineering capabilities.

To find out more about First Choice Cabling, visit or find them on social media.

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Matthew Smith

Daniel Gray