Leeds City College Teams Up With Leeds United Business Club
Local college learning the benefits of football sponsorship
Leeds City College has expanded its connection with the local community by teaming up with the Leeds United Business Club. The further education centre has invested in football sponsorship as a route to reach out to local people, with the college’s branding appearing throughout every Leeds United home game at Elland Road.
Formed in 2009, Leeds City College was the result of a merger of three colleges; Leeds College of Technology, Park Lane College and Thomas Danby. A member of the Luminate Education Group, Leeds City College is one of the largest further education institutions in the country, with more than 20,000 students and 1,267 members of staff.
The college operates out of three main campuses – Park Lane, Quarry Hill and Printworks – as well as having provisions in smaller community centres across Leeds. Providing a wide range of academic and vocational courses, the college offer qualifications for multiple age ranges, from pre-16 to 19+, providing both part-time and full-time options.
Providing an association between itself and Leeds United Football Club, Leeds City College explained why it chose to highlight its sports science courses through its partnership with the Leeds United Business Club:
“The business club is a vital partnership and platform that helps enhance the college’s brand awareness. It enables us to appeal to students who are interested in studying sports subjects through our specific branding. Through the Leeds United Business Club, our pupils access several benefits that will prepare them for their field of work once they complete their courses. It also gives Leeds City College the opportunity to engage with other businesses and share best practice.”
The Leeds United Business Club is formed through a partnership between Eleven Sports Media and the Football Club. As a Leeds United Business Club partner, Leeds City College see their logo appear on pitch-facing and crowd-facing digital LED boards, as well as featuring on StadiumTV and StatTV screens located within the concourses of Elland Road.
Additionally, the further education centre sponsors StatTracker social media content that is shared to Leeds United’s official channels, helping the college engage with a vast digital audience.
Through its involvement in football sponsorship, Leeds City College is invited to exclusive Business Club events, which have included Q&A Evenings with Leeds United legend Eddie Gray. These events provide the college with opportunities to meet like-minded local companies, aiming to create new employment links throughout the city:
“We currently have relationships with over 2,500 companies in the Leeds City Region and beyond. The college strives to continually meet the needs of local employers and provides industry standard facilities.
“Leeds City College prides itself on building relationships with employer organisations, unions, chambers of commerce, awarding bodies and local enterprise partnerships. We play a full part in promoting a positive, outward image for Leeds on a regional stage that increases inward investment – and being a Leeds United Business Club partner helps us do that.”