VAN leasing company Vanarama has reported record commercial results due to its sponsorship of the top tier of non-league English football, in a partnership created by marketing agency SportQuake.
Football has been at the core of Vanarama’s marketing strategy since it became title sponsor of the National League – formerly known as the Football Conference – for the 2014-15 season.
Vanarama accelerated growth ahead of its competition with an 85% surge in enquiries; this has resulted in a 56% growth in sales, compared to average same-sector of 11%. Around 25% of UK football fans surveyed by Repucom are aware of the Vanarama brand, thanks to record attendances and interest in non-league football.
Across the National League’s three member divisions, regular season matches were attended by 1.6 million fans. The Vanarama Big Day Out, which was the end of season showpiece, attracted 47,029 fans to Wembley alone.
The sponsorship has also boosted Vanarama’s online presence, with 321% improvement in SEO ratings, a 105% increase in web traffic, and a 1,995% rise in Twitter followers. Vanarama was also shortlisted for a BT Sport Industry Award in its first season, alongside other prestigious companies.
In January this year, Vanarama announced a one-year extension to the sponsorship; for the next season, the company will also support the Non-League TV (NLTV) Broadcasting Academy which will offer equipment and training to students in partnership with BT Sport. Live Vanarama National League match highlights and coverage will be available through the NLTV online portal.