Profile: Phil True
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s millions of fans dared to dream that football was finally coming home, the team at WorldFirst – a Business Influence member of the Coventry and Warwickshire Chamber of Commerce – had its sights set on success off-the-pitch as well as on-the-pitch. As a provider of payments, local currency accounts and finance solutions to sole traders, micro, small and medium-sized businesses around the world, the company was looking to raise its profile in the UK and across Europe. It did so by seizing an amazing opportunity secured by its parent company, Ant Group. As part of a sponsorship package with UEFA, WorldFirst’s branding was proudly displayed in all of the stadiums hosting the tournament. This was the first pan-European marketing initiative WorldFirst launched since it was acquired by Ant Group more than two years ago, says Phil True, Regional Sales Manager for the Coventry and Warwickshire area.
Meet the business spearheading international growth for businesses in Coventry and Warwickshire The UEFA Euro 2020 football tournament saw the feel-good factor return to the nation last summer as Gareth Southgate’s young Lions roared their way to the final. 20
“When Ant Group acquired WorldFirst, it was a gamechanger for us in terms of our ability to serve our clients,” he said. “It helped us to raise our game and equip local and regional businesses – regardless of their size – with a comprehensive set of tools and services to expand internationally and establish relationships with suppliers around the world.” While a sponsorship package with UEFA is not possible for most local companies, there are some important lessons that businesses in Coventry and Warwickshire can apply, explains Phil. “Euro 2020 was the most digitally-engaged tournament ever and our brand awareness and visibility reached new heights thanks to new communications channels, social media and technology that didn’t exist a decade ago. It highlights how the global landscape has changed. “I would like to see business owners in Coventry and Warwickshire utilise modern, cost-effective technology and tools that make it easier to reach new audiences and reduce barriers to international trade. This includes e-commerce marketplaces like Amazon to acquire international customers or Alibaba.com to establish new supplier or customer relationships around the world.” For nearly two decades, WorldFirst has helped local businesses across the globe to achieve their international growth ambitions. Thousands of small businesses have access to fast and secure payments, robust risk management, access to working capital, dedicated customer relationship management and more. www.cw-chamber.co.uk
