EFL and Sage Announce Strategic Partnership to Empower Small Businesses Behind Football Clubs

The English Football League (EFL) has entered into a new long-term partnership with Sage, a global technology leader in accounting, payroll, HR, and financial management software for small and medium-sized businesses (SMBs). This collaboration aims to highlight and support the vital role that local businesses play in the matchday ecosystem across the league’s 72 clubs.

With a legacy of over 40 years serving UK businesses, Sage already works with nearly half of the EFL clubs. This latest agreement significantly expands its role – moving beyond the pitch to back the cafés, pubs, local shops, and service providers that contribute to the unique atmosphere of EFL football towns and cities.

We're proud to announce @SageUK as the Official Accounting Software partner of the @EFL!

In this partnership, Sage strengthens its commitment to the businesses behind the badge, who play a key role in EFL football communities.https://t.co/KWrP8vQOVx
#SageEFL #EFL pic.twitter.com/aP3bTo1IBF

— EFL (@EFL) July 29, 2025

Celebrating the Matchday Heroes: Sage’s Nationwide SMB Campaign

To kick off the partnership, Sage is launching a nationwide fan-driven campaign, inviting supporters of all EFL clubs to nominate the small businesses that shape their matchday experiences – those often-unsung heroes who make Saturdays memorable.

Three winning businesses will receive bespoke sponsorship packages funded by Sage, offering them high-visibility branding opportunities with their local EFL club. Finalists will also benefit from business grants and promotional exposure during official EFL fixtures.

Gary Neville Joins as Brand Ambassador to Bridge Football and Business

Former Manchester United captain and co-owner of League Two’s Salford City FC, Gary Neville, has joined Sage as a brand ambassador to lend credibility and personal insight to the campaign.

“Football lives in the community,” Neville said. “Small businesses – whether cafés, corner shops, or coach services – are essential to the matchday experience. I’ve seen firsthand their importance as a player and club owner. I’m proud to work with Sage to highlight their contributions and give them the support they deserve.”

Sage Software: Building Financial Resilience in Football Communities

Sage offers a range of digital tools to help SMBs manage finances, automate payroll, handle VAT compliance, and improve cash flow – all critical for small business survival and growth. The EFL partnership strengthens Sage’s mission to deliver real, measurable value to the businesses that support football at the grassroots level.

Steve Hare, CEO of Sage, emphasized the broader vision:

“This isn’t just a sponsorship – it’s a commitment to the people who fuel the football experience. From local butchers to transport services, we want to help these businesses grow and become more resilient.”

Data-Powered Fan Engagement: Sage Match Insights on Live Broadcasts

As part of the agreement, Sage will enhance live EFL broadcasts on Sky Sports, ITV, and the new Sky Sports+ platform by delivering up to six in-game branded graphics per match. These visuals will provide real-time insights such as:

• Win probabilities at halftime
• Possession-to-goal chance analysis
• Player-specific performance data

The addition of this data aims to elevate the fan experience with smarter, deeper analysis throughout over 1,000 games this season.

EFL: Supporting the Businesses That Support Football

EFL CEO Trevor Birch highlighted the partnership’s alignment with the league’s core values:

“This collaboration with Sage reinforces the deep connections between our clubs and their communities. Local businesses are integral to the football experience, just like our clubs are to the identity of their towns. We’re proud to champion them through this partnership.”

Conclusion: A Partnership Rooted in Community Impact

The Sage–EFL partnership goes far beyond branding or advertising. It aims to create economic impact at the community level, where football culture and local businesses intertwine. By elevating and investing in the matchday economy, Sage is helping ensure that football remains a powerful force for connection, business growth, and civic pride.

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