Shrewsbury Town agrees to stadium sponsor deal with Croud

Croud Meadow

English League One football club Shrewsbury Town has confirmed a deal for digital marketing agency Croud to take on naming rights to Shrewsbury’s home of the New Meadow.

This two-year deal will rebrand the stadium name to Croud Meadow, keeping the traditional title. Croud signage will feature on the interior and exterior of the stadium and the company will also support the STFC Foundation.

The partnership is intended to provide financial help to the club as they find the best offer to progress the club forward, which was mentioned in their 2023 Strategy Programme posted to key stakeholders. The Croud deal comes after Shrewsbury’s 10,000-seat stadium was previously sponsored by bottled water manufacturer Montgomery Waters, which replaced car dealership Greenhous in the role.

Croud, founded in 2011 and in Shrewsbury, is a global, full-service digital marketing provider. Through a seamless combination of data, technology and creativity, the goal is teams drive business performance and long-term growth for ambitious brands.

Using a unique model that enables a more in-depth understanding of your business, they’re able to deliver truly transformative results for some of the world’s leading brands.

Jon Ditchburn, Executive Operations Director at Croud, mentioned improving themselves and Shrewsbury in the Digital Marketing sphere.

“This couldn’t be a prouder moment for us at Croud. As a business, our deepest roots are in Shrewsbury where we have driven our operations over the years to become a digital marketing agency of stature – one that develops local talent and projects the best digital marketers onto a global stage,” he said in a statement.

“Our partnership with Shrewsbury Town Football Club not only acts as a significant point of pride for us as a group but looks to project Shrewsbury as a hub for digital marketing excellence in the UK and beyond.”

Roland Wycherley, Chairman of Shrewsbury, shared a growth mindset with a view into the future.

“It is our pleasure to have Croud join us as partners and stadium sponsors as we eagerly embark on a journey into the future,” he added in a statement.

“In our quest for a company that shares our values and possesses a genuine desire for partnership, we discovered Croud – a locally nurtured, award-winning global business that enjoys well-deserved recognition within the digital marketing industry.

“We look forward to a mutually beneficial partnership that will last for many years to come – and of course welcoming everyone to The Croud Meadow for the 2023-24 season.”

Overall, this partnership is a small step in Shrewsbury Town’s big picture which is to climb the English football pyramid swiftly, having opened Croud Meadow in 2007. Improving their digital marketing sector will have some benefits off-the-pitch and is a great attempt to get ahead of the pack in the third division.

Football Queensland releases positive 2023 Annual Report including strong participation numbers

Football Queensland (FQ) have released their 2023 Annual Report which suggests state-wide growth in all areas and shows the strides it has made in its long-term strategic development across the state.

Football Queensland had a plan in 2020 to stabilise and grow its financial performances across the short-term future and were able to do that to full effect in 2023.

FQ delivered a record total revenue of $20,016,537 ($8.8m in 2020), and net assets of $5.3m, with a cumulative surplus of $2.5m.

In recent years, FQ has actively sought to diversify the organisation’s revenue streams by targeting growth in commercial income which this year saw an impressive 267% increase.

This placed downward pressure on registration fees which were reduced by nearly 30% in 2022.

As expected, a major influence in the increase of participation was the 2023 FIFA Women’s World Cup that inspired many around the country.

Football Queensland reported an 11.1% increase in state-wide participation post-FWWC23.

Football in Queensland is thriving, with 308 clubs and more than 300,000 players in 2023, the game stands as the state’s largest team and club-based participation sport, delivering significant social and community benefits both on and off the field.

For the first time ever, the Grand Finals of NPL Queensland and FQPL 1 Men and Women competitions were played at Suncorp Stadium which provided a platform to showcase Queensland’s top footballers on the prestigious stage.

As a result of this historic season, the digital broadcast reach and live stream viewership also experienced significant growth in 2023, particularly for the women’s competitions which recorded a viewership increase of 231.34%.

FQ have an ongoing commitment to promote women and girls in football, with dedicated programs and activations in place to reach their 50/50 gender parity goal by 2027.

In 2023, women & girls participation grew 8% on 2022 with a total of 31,239 outdoor club-based female players involved.

MiniRoos Club Girls growth was 5% with over 43,000 participants in 2023 providing an insight into how bright the future is in the state for women’s football.

There was a 28% increase in female coaches in 2023 across all different levels with development a key target for FQ.

Futsal participation had a 28% increase as well with FQ cracking over 10,000 participants for the first time.

FQ CEO Robert Cavallucci explained the encouraging numbers from the report and spoke on the future vision of FQ.

“2023 was another huge year for football in Queensland, as we worked to continue the momentum and success of the initiatives outlined in FQ’s 2023-2026 One Football Strategic plan which delivered a clear and comprehensive framework to foster growth of the game,” he said in a statement.

“Football Queensland has outlined our bold target of 50/50 gender parity in participation by 2027 and already in the first quarter of 2024 we have seen a remarkable 44% growth in outdoor female players.

“While we can attribute some of this success to the amplification effect of the FIFA Women’s World Cup 2023, FQ’s strategic commitment and deployment of initiatives and programs in the lead up and post the event have played a crucial role in capturing and funnelling this growth in demand for our game.

“As we continue to record strong growth across the state and strive to meet the demands of our current base, it is absolutely critical that we as a governing body continue to advocate strongly for infrastructure investment in our game at a local, state and federal level on behalf of our clubs and participants.

“FQ launched multiple brand-new tournaments in 2023 to continue to strengthen the connected football pyramid, linking FQPL football tiers and maximising competitive opportunities for players, including the Kappa Pro Series and the expanded Mitre FQPL Champions League.

“The new futsal pyramid announced in 2023 aims to unify the delivery of futsal products, including the launch of the new Queensland Futsal Cup which provides further pathways for Queensland players to strive for national success.

“FQ’s ongoing focus on coach and referee support and development led to six Queensland match officials being named in the inaugural intake of the Football Australia Referee Academy, as well as the delivery of 223 coaching courses to over 2,800 attendees.

“On behalf of Football Queensland, I’d like to acknowledge the support of our Football Queensland team, Football Australia, State and Local Governments and our official partners throughout 2023, who contributed to a year marked by many historic milestones for our game.”

There are plenty of positives to come out of a year that has shaped the future of women’s football and participation in Queensland.

Queensland showed its ability to host the Women’s World Cup and will get a chance again in 2026 with the Women’s Asian Cup in a bid hopefully to again use the momentum to surge participation growth and their financial stability.

You can read the Annual Report in full here.

Football Victoria to tackle violence prevention through grants

$1.2 million has been allocated on behalf of Football Victoria (FV) towards the “Preventing Violence through Sports Grants Program”, for the continuation of 12 community-based sporting projects across the state to occur.

As confirmed by Prevention of Family Violence Minister Vicki Ward, and Community Sport Ministers Ros Spence, it will ensure that football has its place within the community.

Each respective minister will strive towards the mitigation and resolution of violence amongst families.

A supportive body under the umbrella of Football Victoria, Victorian University and Regional Sport Victoria, is a designated support team designated towards the installation of projects addressing structural and cultural hurdles experienced by multicultural communities, females and non-binary people through the participation of sports.

Football Victoria’s involvement within the Change Makers supportive initiative is exercised frequently. Within the football community, it is imperative that inclusivity is at the forefront upon all aspects for football to be a game for all to enjoy, succeed and prosper within.

The programs in which FV offer in collaboration with Change Makers are commonly in the prevention of violence. Changing attitudes, behaviours and patterns all correlated with violence are implemented in order to build a safer football community. In which has the prosperity to have further change upon a wider community.

Executive Manager of Equity, Growth, and Inclusion at Football Victoria, Karen Pearce OAM emphasised the need for additional funding to support their ongoing efforts said via press release:

“We are indebted to the Victorian Government’s funding, so we can continue to persist in producing enabling environments through education and training delivered in partnership with Victorian University and Regional Sport Victoria, and not lose the momentum of gains already achieved,” she said.

“As an organisation, we have learnt that all our equity work must be overlaid with a primary prevention approach that establishes the expectation that gender equality must be considered and prioritised in all current and future planning, service delivery and practice.”

Fiona McLachlan, Associate Director Research Training at Victoria University, celebrated the news.

“We are thrilled to continue our partnership with Football Victoria to support their sector-leading gender equity work. We have made a very conscious decision to work with Football Victoria for their openness to adopt research-informed and whole-of-sport approaches to preventing gender-based violence,” she added via press release.

The Change Makes program is created to assist clubs in the analysis of their environments, allowing for the identification and termination of aspects within the club that showcase inequity.

Showcased through a tangible evidence-based approach, education towards change can occur.

Furthermore, the drive in achieving gender equality can continue to drive in a forward direction throughout the analysis process.

Change makers have already established quite the presence within Victorian sport. FV, in collaboration with the supportive body, have successfully challenged and created necessary change within multiple facets of sport across the state.

Primarily, gender equality has remained at the forefront of their ongoing efforts, with the body acting as a means for change to entrenched, outdated practices the world has moved on from.

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