Skip to main content Skip to site footer

🤝 Royals partner with Eleven Sports Media to create new opportunities for Berkshire businesses

Club combine with new partner to launch new digital platform for regional businesses...

7 December 2020

Reading Football Club has agreed a new multi-year partnership with one of football’s leading sports technology and fan engagement providers in the UK, Eleven Sports Media.

The agreement will see Eleven work with the the club to launch a new Associate Partner Programme, providing opportunities for businesses in Berkshire and the surrounding areas to partner with the club.

The Reading FC Associate Partner Programme will allow companies in the region to connect with fans using Eleven’s digital technology platform to promote their business. 

The new programme will give companies of all sizes the opportunity to promote their brand on the high impact perimeter LED boards seen by huge audiences watching on TV and those supporters at the stadium in person, as well as a range of other digital channels designed to reach fans at every stage of the matchday.


Partners joining the programme will also see their brand feature on Eleven’s StadiumTV and StatZone channels, which use innovative live, stat-driven content designed to engage fans.

Eleven Sports Media’s Chief Executive, Matt Cairns, commented “We’re really excited to be bringing our Partnership Programme to Reading Football Club, and to offer businesses within the region a high impact digital platform that delivers opportunities to compete with bigger brands.

“We’ve delivered some really successful partner programmes for Premier League clubs and venues such as Newcastle United, the London Stadium and Leeds United among others, and we’re really looking forward to working with businesses in Berkshire to help them achieve similar success with Reading.

“We strive to deliver a huge amount of value for our partners by combining the power of digital platforms in the stadium with far-reaching social media content, and business events which, collectively, offer a real growth platform for businesses joining the programme.”

The agreement will also see Eleven Sports Media become the Royals' official Academy trainingwear partner, in a move that Cairns hopes will give support to young players at the club.

“As well as creating a platform for businesses in the area, we are really keen to support the youth community," he said. "By providing sponsorship for the Academy, and delivering the new Associate Programme, we are proud to play a part in helping the club build for the future, both on and off the pitch.”


Tim Kilpatrick, Reading Football Club’s Head of Sales and Partnerships, added "We’re delighted to be working with Eleven Sports Media to offer their industry-leading technology and commercial platform to our regional business community.

"As a club we want to be inclusive and create opportunities for businesses of all sizes to reach out to our fantastic fanbase. By working in partnership with Eleven, we have a really strong platform to be able to do that.”

The Reading FC Associate Partner Programme is due to launch in 2021 and businesses interested in learning more should visit


Advertisement block