Football legends helped officially launch the EFL (English Football League) and electrical wholesaler Rexel and Denmans two-year partnership at a colleague event last week.
Sky Sports’ Michelle Owen led a fireside chat with John Barnes and Clinton Morrison around the importance of grassroots and community in football, as well as career highlights and how they can ‘power dreams’ of the next generation of footballers.
Rexel and Denmans’ two-season deal will see the electrical wholesaler highlight its commitment to football across the EFL’s three divisions until the end of the 2026/27 season.
The partnership with EFL is Rexel and Denmans’ first foray into English professional football and will see investment in grassroots football and strengthening of community ties.
Initiatives planned for 2025/26 season include:
• The Goal-den Ticket Giveaway — Hundreds of match day tickets and VIP hospitality experiences for Rexel and Denmans customers to games across all competitions and major finals.
• Powering Dreams Football Kit Campaign — Rexel and Denmans will provide new kits to hundreds of grassroots football clubs.
• Money-Can’t-Buy Experiences — Trophies and football legends visits to Rexel and Denmans branches throughout the season, offering the chance to win match balls and other experiences.
Natalie Moss, Chief Digital Marketing & Transformation Officer, Rexel UK, comments, “We’re incredibly proud to deepen our commitment to football through these significant partnerships.
“This collaboration goes far beyond the pitch. It’s about investing in the heart of our communities, nurturing talent, creating unforgettable experiences, and ultimately powering the dreams of individuals and families who live and breathe the game.”
Ben Wright, Chief Commercial Officer, EFL, adds, “With Rexel and Denmans branches situated in the heart of EFL communities, the partnership demonstrates the League’s ability to offer on-the-ground, local activation on a national scale.
“We’re proud to be Rexel and Denmans’ first-ever English football partner and look forward to helping build long-term engagement in our communities between customers, colleagues, clubs and supporters.”
As an ‘Official Supporter’ of the EFL, Rexel and Denmans will have a presence at the EFL’s five Wembley finals in addition to exposure on the EFL website and digital and social media channels.
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