mk dons

The project focused on fostering better relationships with commercial partners through improved communications. 


Milton Keynes Dons are an ambitious football club with a strong focus on investing into the community. Over the years they have had many long term commercial partners, but due to capacity they required support in communicating with that particular audience to maintain the relationships and update them on developments within the football club. 

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We reviewed the current communication processes and the needs of the commercial audience. From that initial review we were able to add to the suite of benefits offered to potential partners additional media exposure through press releases

into the local media announcing new agreements. In addition we created a bespoke monthly email communication created specifically for businesses updating them on the latest news within the Club and some exclusive content from the team.

We wanted to implement the same drive and passion the team have shown on the pitch in the approach we had to commercial partners.
— Gareth Russell
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We were able to secure a number of pieces of local media coverage giving additional brand exposure to both MK Dons and to the commercial partners. This allowed MK Dons to offer press support as part of their overall corporate offering to potential partners.

The monthly email increased the levels of communication with corporates on a more regular basis and created a platform from which to not only share focused content but also promote events specifically targeted at those businesses.

We were also able to introduce the Commercial Team to local business and provide a more personable voice to corporate communications.

They feel like one of the team here. They understand our needs and are flexible in the way they work. They bring something we couldn’t bring ourselves and enhance our reach both locally and nationally.
— MK Dons