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Ben Hayes - Charlton Athletic programme

Finding a league sponsor


It's not so easy to find someone to sponsor a league, especially in the non-league system.   The returns are more diffuse than sponsoring a club.   Local businesses are often willing to support a non-league club.  One of their directors may also serve on the club board or their employees may play for the club.

From 1987 to 1996 the Southern League was the Beazer Homes League.  Then from 1996 to 2004 it was the Dr Martens League.   After a gap of two years British Gas Business took over in the hope of some favourable publicity.   2009-11 saw one of the oddest sponsor names, Zamaretto, followed by Evo-Stik. Calor Gas then had a one year sponsorship.

Currently there is no lead sponsor, although a large national company came close to agreeing in the summer.  The Southern League Cup is still sponsored by insurance broker Red Insure, but clubs don't have to take part if they don't want to.

The Isthmian League were the first to have a sponsor when Rothmans got on board in 1973 and they also sponsored the Western League around the same time.  The Isthmian has now been involved with sponsor Ryman for 19 years.