Sage named Official Accounting Software Partner of the EFL, expanding its commitment to the small businesses behind football’s matchday experience.
New UK-wide campaign launches to champion local businesses, with fans across all 72 EFL clubs invited to nominate the matchday heroes in their community.
Gary Neville joins Sage as brand ambassador, uniting football and entrepreneurship to spotlight the vital role of small businesses in the EFL ecosystem.
Data-powered match insights across all EFL broadcasts, with new Sage-branded in-game graphics delivering smarter stats and deeper fan analysis.
The EFL has announced a new long-term partnership with Sage, a global leader in accounting, financial, HR, and payroll software for small and mid-sized businesses (SMBs).
Through the partnership, Sage strengthens its commitment to the 3.5 million small and medium-sized businesses in the UK who play a key role in EFL football communities up and down the country - the pubs, cafés, shops, and suppliers that bring matchday to life.
Already working with nearly half of the EFL’s 72 clubs, Sage is now expanding its presence in football by offering direct support to the small businesses behind the badge.
Sage launches nationwide campaign to spotlight the small businesses making matchdays special
To celebrate the new partnership, Sage is launching a UK-wide fan campaign calling on supporters from all 72 EFL Clubs to nominate the local businesses at the heart of their football community who elevate the matchday experience.
Three winning businesses will have the chance to win a bespoke club sponsorship, funded by Sage, with the chance to gain exposure and drive growth. Additional finalists will receive business grants and promotional opportunities at EFL matches.
Gary Neville joins Sage as brand ambassador to bridge football and small business
Businessman, broadcaster, and former Manchester United and England star Gary Neville will front the campaign as Sage’s new brand ambassador. As co-owner of League Two side Salford City FC and a respected entrepreneur, Neville brings a unique voice to the intersection of football, community, and small business.
Gary Neville said: “Football is more than what happens on the pitch, it’s a tradition rooted in local communities. The small businesses around every ground make matchdays what they are, from the cafés to the corner shops and coach companies.
“I’ve seen it from my time as a player and now as an owner, just how vital these businesses are. I’m proud to join Sage in celebrating their contribution and helping them thrive.”
Sage software powers small businesses across football towns and cities
With over four decades of experience supporting UK businesses, Sage’s accounting and payroll software helps SMBs tackle real-world challenges from managing VAT and cash flow to automating payroll and building financial resilience.
Steve Hare, CEO of Sage, said: “This is more than a sponsorship, it’s about delivering tangible value to the small businesses that support football communities week in, week out. We’ve been proud to serve football clubs with our solutions for years. Now, we’re extending that same commitment to the small firms that fuel the fan experience.”
Bringing fans closer to the action with data-driven match insights
Fans tuning into EFL matches on Sky Sports, Sky Sports+ and ITV will see up to six in-game Sage branded graphics per match, bringing stats and insights to the broadcast. From team win probabilities at half-time to possession data linked to goal chances, and player-specific metrics at over 1,000 games, the graphics are designed to give a clearer picture of what’s unfolding on the pitch - offering fans deeper analysis and smarter stats throughout the season.
Trevor Birch, CEO of the EFL, said: “We’re proud to be working with Sage in a partnership which supports the interwoven nature of Clubs and their communities. Small businesses, like our 72 EFL Clubs, are often the heartbeat of the towns and cities in which they are situated. We’re looking forward to seeing the partnership champion those businesses which support our Clubs in making the matchday experience so special to the millions of people attending our fixtures every season.”
