England/EFL: partnership with Sage (IT) focusing on data & the promotion of local businesses

Sage, a SME accounting software company based in the UK, has become an official partner of the English Football League from the 2025-26 season, announced the body on 30/07/2025.

"Already working with nearly half of the EFL's 72 clubs (Sky Bet Championship, Sky Bet League One and Sky Bet League Two)", the company will roll out initiatives aimed at promoting local businesses. To celebrate the launch of the partnership, Sage is inviting fans to nominate businesses in their area "who elevate the matchday experience" and will select three of them,
which "will have the chance to win a bespoke club sponsorship, funded by Sage, with the chance to gain exposure and drive growth." The finalists will also receive commercial grants and promotional opportunities at select EFL matches.

In addition to the SME element, Sage will also be involved in the domestic broadcasting of EFL competitions (via broadcasters Sky Sports, Sky Sports+ and ITV). The group will produce "up to six in-game Sage branded graphics per match" with real-time statistics (probability of teams winning at half-time, possession…