Rugby giant connects with broadband supplier in new partnership
Premiership rugby club Sale Sharks has confirmed a new partnership with a fast-growing Greater-Manchester based fibre broadband provider.
4th Utility, which was founded in 2017, will sponsor the back of Premiership Rugby Cup-winning Sharks’ home and away shorts for the 2020/21 campaign as the club eyes a top four finish to build on last season’s success.
The deal follows an investment boost of £25m for the Hale-based broadband supplier, which was announced in September in line with ambitions to bring ultrafast connectivity to more than 500,000 businesses and homes across the North West and the UK.
4th Utility is also on a huge recruitment drive in the Greater Manchester area, hoping to add more than 60 new faces to its team as part of its growth strategy for 2021 and beyond.
The brand is the latest partner to join Sale Sharks for the 2020/21 season, with the club completing a number of new commercial deals with regional, national and international businesses as it targets more silverware this season.
“Signing this partnership with such an ambitious, locally-based business is fantastic news for all of us here at the club,” said Sid Sutton, Sale Sharks chief executive.
“We’ve always had strong ties to the Manchester business community, and this new deal builds on that while helping to promote the work 4th Utility is doing to bring superfast broadband to people all over the UK.
“I’m really proud of how hard the whole commercial team have worked to bring in some really high calibre new partners for the next few years, especially during the tough times we’re all living through. With the season just getting under way, it’s a very exciting time to be involved with Sale Sharks.”
4th Utility chief executive, Tony Hughes, said: “This is a landmark deal for the company as our first ever partnership with a major sports club, and it’s fantastic to have them right here on our doorstep.
“We’re working to provide thousands of residential and commercial properties with ultra-fast broadband as demand for full fibre soars in the North West and beyond, and this deal is another significant milestone towards our commitment to deliver that vision.
Jimmy Acton, chief technology officer at 4th Utility, said: “I’m looking forward to seeing our partnership with Sale Sharks grow even stronger as the campaign goes on.
“It’s a deal that will support our recruitment plans, helping to raise awareness of our brand across the Greater Manchester community through the passionate supporter base.
“But the club also has fantastic international reach and we’re confident that this will also help us reach new markets and continue to establish 4th Utility as a household name.”