FEATURE Pinders partner with SU Women’s first team
SPOTLIGHT ON RETAIL Paul Reeves, head of commercial at Sheffield United Football Club, says the last year since the pandemic has been ‘inconceivable’ for retailers – but for the Club, retail remains an ‘everimportant source of income’. “As a growing retail business, we learned quickly to cope with furlough, staff working remotely, supply chain challenges, and the shutdown of both Bramall Lane and Meadowhall stores. Then, after re-opening in June 2020, we navigated a retail world with new rules of social distancing and customer safety measures including hand sanitiser, facemasks and one-way systems and red and green signposting. “Our retail team were operating well in the new climate, only to have further store closures from December 2020 until present day and the glimmer of hope of retail returning from April. “The Club developed our e-commerce retail offer to maintain contact with supporters and a revenue stream. A re-structure gave clarity on navigating key retail function areas and a new position was created to focus specifically on digital –
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through this, online sales have grown by 70 per cent since April 2020. “A new website and app launched in November 2020, aimed at driving a first-class digital user experience for Blades fans all over the world, providing greater access to the latest content and underpinning our commitment to innovative communication and access. Fully integrated with the club's new single sign-on function, fans can log in just once on the website and automatically be logged in across our ticketing and retail sites, providing a more seamless user journey. “Digital marketing has
played an increasingly important and creative role. The commercial, retail and marketing functions work extremely closely on product design and product promotion. Feedback is extremely positive, and we continue to look at ways to further enhance this, with new products and brand collaborations such as New Era headwear. “No matchday activity has affected revenue as store footfall has obviously been hit massively, but we continue to grow online purchases to sustain our overall success through innovative supply chain solutions, creative and engaging marketing and a continuously evolving supporter experience. “We are very lucky to have a loyal fan base but as we look to grow our brand across the world, we are now in an era where media, fashion and football are coming together to create an exciting global entertainment business – our new retail team will be key as we continue to successfully navigate a ‘new normal’ retail world after the pandemic. For the latest retail products and offers visit www.sufcdirect.co.uk
The Blades have announced a new partnership for Sheffield United women’s first team with print and signage experts Pinders agreeing a two-season back of shirt sponsorship deal. Sheffield-based Pinders are a specialist, family-run organisation with a dedicated team, fully committed to providing professional signage, print and graphic display solutions. MD David Whiteway said: “We started working with Sheffield United in 2006, creating everything from matchday menus to event banner stands and perimeter boards. “Over the years we’ve established a trusted relationship, providing signage around Bramall Lane and the Shirecliffe Academy, stand-branding and day-today print requirements. “With the club in the Premier League, we’ve taken on the branding for key sponsors, media suites, tunnel and dugouts, helping present the best possible view of the stadium on both a local and global scale. “Having our brand on the women’s team kit can only help promote our business further due to the fantastic media spotlight now on the ever more popular women’s game.” Zoe Johnson GM for SU women’s team added: “We are extremely thankful for this level of support from Pinders, who have been an integral part of the club for many years. We look forward to continuing our relationship with them in the future.”
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Visit www.thinkpinders.com
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