Scottish Power nets deal with Cardiff City

Scottish Power has teamed up with football club Cardiff City to offer gas and electricity to the club’s fans.

This is the third in the series of affinity partnerships for the energy company.

It already has partnerships with retailer Sainsbury’s (MW October 25, 2001) and Lloyds TSB bank (MW July 31, 2003) to sell its utility services.

Under the arrangement with its partners, Scottish Power simply supplies the services and does not market them under its own brand.

The affinities marketing manager Michael Corish says: “Such deals make commercial sense for our affinity partners, which receive a substantial annual revenue stream and also benefit from increased customer loyalty.”

Corish adds that Scottish Power has plans to do similar deals with other top-flight football clubs, following the Cardiff City alliance.The company is currently also seeking partnerships with electrical and DIY retailers and charities to sell gas and electricity.

Scottish Power has been developing affinity partnerships ever since it abandoned its online banking joint venture with the Royal Bank of Scotland and aborted its foray into telecoms three years ago.

The company has since pulled the plug on all of its cross-selling activities and has instead been focusing on building its core business of gas and electricity.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here