12 Jan 2022

By: Sport Industry Group

Car dealership operator Bristol Street Motors has expanded its sports sponsorship portfolio by becoming an official partner of EFL Championship football club Derby County FC.

Bristol Street Motors already has partnerships in place across a number of sports properties, and sponsors UK commercial broadcaster Channel 4’s coverage of the Formula 1 World Championship and W Series Championship motorsport series.

The agreement with Derby will initially run until the end of the current season, with Bristol Street Motors planning to offer community initiatives and behind-the-scenes features for fans.

Bristol Street Motors branding will also feature on RamsTV online programming and on the club’s social media channels, as well as at the club’s Pride Park stadium and Moor Farm training ground.

“Bristol Street Motors holds a strong presence in the city, with seven dealerships that include Citroen, DS, Peugeot, Nissan, Renault, Dacia, SEAT, CUPRA and SKODA as brands all represented in the area,” Bristol Street Motors CEO Robert Forrester said.

“It’s a wonderful opportunity to join forces with a club that has a proud history and an England legend at the helm. As a large employer in the Derby area, we recognise how significant sport and in particular local football clubs are to the community.

“Most of our dealerships across the country are incredibly supportive of grassroots football, with many of them sponsoring junior or amateur teams in their respective towns and cities. So, when the opportunity to partner with a huge club like Derby County came along, we knew that it could not be missed.”

Derby currently sits at the bottom of the Championship table after being deducted 21 points earlier this season due to breaches of the EFL’s profitability and sustainability rules over the sale of its Pride Park stadium to ex-owner Mel Morris.

The club’s Chief Commercial Officer, Dave Biggar, added, “As we move into the second half of the season with 21 vitally important Sky Bet Championship matches still to play, the club is delighted to welcome one of England’s largest motor retailers, Bristol Street Motors, as an official partner.”

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