Synonymous support Ziegler UK launch a three-year partnership with Crystal Palace FC

The team at Synonymous are incredibly proud to share that we recently supported leading logistics provider, Ziegler UK; part of the global Ziegler Group, in securing a three-year sponsorship agreement with South London Premier League football club Crystal Palace. The agreement has been signed following a rigorous research process managed by Synonymous that focused on finding a partnership that closely met Ziegler’s objectives and key values.

The reach, engagement, and power of sport can provide exceptional opportunities for brands to build and develop rewarding partnerships that resonate powerfully with a targeted audience. Synonymous was founded to ensure sponsorships are built with a foundation for success by working closely with brands to identify viable sports partnership rights that are aligned with their audience, objectives, values, and vision.

Synonymous has helped Ziegler every step of the way through their journey into the sports industry. The team began by working with them to agree on specific objectives they wished to unlock through their investment, linking back to their marketing plan and corporate strategy. From there, Synonymous diligently researched the market, personally met with all prospective rights holders and presented back to Ziegler those that we felt closest met with the brand's values, budgets and KPIs.

Once the team had taken Ziegler through this process and narrowed down the opportunities Synonymous facilitated a meeting with the front-runner, Crystal Palace, and supported the negotiations between all parties. A three-year partnership has now been signed that sees a strong fit between the rights holder and brand, with clear synergies in their values as Crystal Palace’s ambition and commitment to excellence resonates with Ziegler’s core principles of authenticity, entrepreneurship, expertise and reliability.

We are delighted to share that we have also signed a deal with Ziegler to manage the partnership activation between the brand and the football club. Synonymous will now act as an extension of the Ziegler team with a dedicated account manager assigned to deliver a full campaign plan that utilises all rights newly available to the brand. Our support includes marketing strategy, creative delivery, administration and reporting.

Lee Marshall, Managing Director of Ziegler UK adds: “We are thrilled to be able to announce our partnership with Crystal Palace FC, having been supported by the meticulous work of Synonymous. The team took us through the whole process of identifying the right partner for our business, helping us to secure an agreement that strongly aligns with our objectives.

The whole process was thoroughly managed by Synonymous as they took us through various opportunities that showed a clear understanding of what we were looking for. Their support was invaluable, in helping us to understand the sporting landscape and secure a Premier League Football partnership. We look forward to them being custodians of our brand as they bring all aspects of the partnership to life.”

Darrell Fox, Founder of Synonymous adds: “We are delighted to take on Ziegler as a new client, they demonstrated a strong desire to elevate their marketing and reach through sponsorship in the sports industry, and we quickly saw how we could support them.

At Synonymous we begin the relationship with brands by showing a clear commitment to building a lasting relationship that extends beyond just getting opportunities in front of them. We want to join brands on the long-term journey of a sports partnership, and are thrilled to be entrusted by Lee Marshall, and UK Marketing Manager Greg Rawles alongside the whole team at Ziegler to deliver against their objectives.”

Synonymous will be sharing updates of the partnership when the assets are used by the brand to elevate their business alongside our other brand partners. If your business is looking to venture into the sports industry and requires support in researching a new partnership or bringing an existing one to life please get in touch with the team.