Nationwide to include customers in sponsorship

Nationwide has launched a multi-million-pound sponsorship campaign with the four national football associations in a bid to offer its customers “empowerment”. The “Sponsored by you” campaign breaks at the end of May.

Under the partnership, Nationwide will offer its full ticket allocation for matches played by the England, Scotland, Northern Ireland and Wales football teams to its customers.

They will have access to benefits usually reserved for large corporate companies and brands, such as seeing their names on perimeter advertising boards at international matches.

The campaign, which has been developed with Leagas Delaney, will include England’s match against Brazil at the new Wembley Stadium on June 1.

Nationwide customers will also get the chance to attend training sessions, meet the players and management and receive exclusively signed merchandise items.

The building society has been involved in football sponsorship since 1999.