Community health partnership in the running for regional award
1st August 2013
Benenden health’s first year as shirt sponsor of York City Football Club is in the running for a regionally-recognised public relations award.
The longstanding mutual healthcare provider, along with York City, has been shortlisted by the Chartered Institute of Public Relations (CIPR) in the community relations category of the Yorkshire & Lincolnshire CIPR Pride Awards.
Lawrence Christensen, Marketing Director at benenden health, said: “Right from the start, we never saw this as just a sponsorship deal but as a mutually-beneficial community partnership. The club have worked hard with us to promote community health whilst benenden health has sought to promote the partnership to a national audience.
“The highlight of the year was our free shirt swap for fans as our rebrand in January meant the shirts needed to be changed. The Archbishop of York was the first fan to swap back his shirt and many hundreds of fans subsequently took advantage of the offer.
“Being shortlisted for this award is an important recognition of the community-based values that both benenden health and York City share. The board and staff at the club have a fantastic attitude to promoting a community ethos and we’re proud to continue being associated with this.”
As well as the shirt sponsorship - which meant the benenden health logo being displayed on all first team shirts - the York-based organisation also held health-checks last summer for the first team squad, including checks for heart health. These came just months after the high-profile collapse of Fabrice Muamba whilst playing for Bolton Wanderers.
benenden health also became health & wellbeing partner of the club’s charitable arm, York City in the Community. Activities with York City in the Community included outreach to local schools and free health-checks for supporters on match days and at the Nuffield Health York Hospital.
Jason McGill, York City Chairman, said: “We are delighted York City Football Club and our partners, benenden health, have been shortlisted for a CIPR pride award. Together, we have worked hard to promote our shared community ethos as two York based businesses. We have aimed to be innovative and caring in our approach, which was demonstrated by our shirt swap, a first for football.”
The winners of the award will be announced at a gala evening in Leeds on 28 November.