Benenden health rebrand helps charities score in huge football shirt swap
24th January 2013
The rebrand of York-based mutual Benenden Healthcare Society has meant fantastic news for York City Football Club fans and disadvantaged children around the world.
Now known as ‘benenden health’, the sponsors of York City Football Club unveiled a change to the club’s shirt at Bootham Crescent with the Archbishop of York - and announced that fans who have already bought this season’s shirt can have it replaced completely free of charge, if they give their old shirt back!
The change to the York City shirt comes with the launch of the significant rebrand of the York-based mutual health and wellbeing organisation’s trading style, brand identity and logo.
The “Shirt Swap”, a unique event in York City’s history and at no cost to the club, will see all old shirts going to benefit charities both at home and overseas. benenden health, supported by York City, will send half the returned shirts to projects working with children in Africa while the other half will be sent to projects supported by the Archbishop of York Youth Trust, working with children in deprived areas in the North of England.
Paul Keenan, Head of Communications at benenden health said:
“Our move to the new brand of benenden health follows an important vote at our annual conference last June, where members decided to open up membership so that anyone aged 16, and who is normally resident in the UK, can now join our mutual community – therefore benefiting from the affordable, quality healthcare services we provide.
“We were mindful when planning the new brand that fans have already paid out for their replica shirts. As a caring mutual organisation it was important to us that the changes didn’t affect the York City fans which is why we’ve decided to replace all shirts free of charge and at no cost to the club. We also wanted to ensure that the old shirts went to benefit good causes so we’re delighted to be working with the Archbishop, who is Patron of the Club, to make this happen.
“The rebrand is a major move forward for our organisation and part of the change will see the launch of a new website and a new advertising campaign which will help to set us apart within a competitive healthcare market.”
The Archbishop of York – who today was the first person to swap his old York City shirt for a rebranded shirt, sporting the new benenden health logo – said:
“I am delighted to receive the new York City shirt with the new benenden health logo on it. I am even more delighted that the generosity of benenden health will mean that children living in Africa, and in deprived areas in the North of England, will also benefit from this fantastic news.
“York City FC have consistently worked with projects supporting young people in the North of England, through the Archbishop of York Youth Trust, and also overseas to ensure that those living in difficult situations can be given the hope of a brighter future. It is wonderful that benenden health are continuing that principle today.”
York City Football Club Chairman, Jason McGill said,
“We believe a mid-season shirt swap of this nature is unprecedented in Football and we are very excited about the benenden health initiative. Fans with this season’s home or away shirt can swap them for a new benenden health branded York City shirt at no cost.
“We are delighted the old shirts will then be donated to the Archbishop of York’s Youth Trust and will benefit individuals and sports teams in this country and beyond. We share the same strong community ethos as our sponsor, benenden health, and hope our fans will also engage in this exciting, worthwhile shirt swap initiative.”
Details of shirt swap:
Fans who have purchased a York City Shirt for the 2012-13 season can now take it to the Club Shop from Monday 28th January and swap it, free of charge, for a new shirt carrying the new benenden health branding.
The Club shop is open Monday to Friday, 10.30am to 2.30pm, with the exception of Thursday (11.30am to 5.30pm) and on match days 1.00pm to 3.00pm. The swaps can be made any time up to and including Thursday 28th February.
Those fans who originally purchased shirts via the Club’s official website mail order service will be able to return their shirts and receive a new one without incurring any postage costs.