England: Wickes (DIY stores) becomes a partner of the English Football League for 2016-2019

The large home improvement and DIY retail chain Wickes became the official "Home Improvement and Building Materials" partner of the English Football League for three years, announced the two parties on 09/09/2016. The agreement, brokered by the agency MKTG (a subsidiary of Dentsu Aegis Network), provides marketing and sales rights for all 72 clubs of the three divisions (Championship, League One and League Two) governed by the EFL.

Wickes will activate its partnership on digital media, including on EFL.com as well as in its 215 stores in the UK, with two initiatives: "Because bracket begins at home", promotions for ticket selling campaigns featuring EFL players; and "Kits for kids", an operation to procure equipment for youth teams. The 72 clubs will also have access to equipment and services provided by Wickes for internal renovation projects.

"We are delighted to be partnering with EFL and deepening our involvement within football. Many of our customers and colleagues are passionate fans of EFL clubs across the country, and we look forward to helping them get even closer to the…