Ponds Forge International Sports Centre.
Nick Hill

The Sheffield City Trust drives forward with major motor partnership

Leisure organisation The Sheffield City Trust is now in the driving seat after landing a major, multi-venue sponsorship deal with the north of England’s biggest car supermarket.

The SCT Group has secured a two-year partnership with The Car People, which has a 10-acre showroom in Sheffield, as well as sites in Manchester and Wakefield.

The Car People will have access to millions of customers across SCT’s portfolio of leisure venues including Ponds Forge International Sports Centre, the English Institute of Sport Sheffield (EIS Sheffield) and iceSheffield.

Jonathan Allbones, sales director at The Car People, said: “With such a broad demographic of customers across a range of venues in Sheffield, this partnership is a great fit for The Car People as we look to expand our growing operation.

“It’s a great opportunity to engage with local people in Sheffield, expose The Car People to millions of potential new customers and increase awareness of the company’s Sheffield showroom.”

As part of the deal, The Car People will sponsor the atrium at Ponds Forge and iceSheffield’s annual Christmas Show.

As well as having a presence on the Ponds Forge digital scoreboard, SCT group websites and trackside at EIS Sheffield, The Car People will also be seen on venue TV screens and on cardio machine digital displays.

SCT also has partnerships with major brands including Irwin Mitchell, East Midlands Trains, Heart Radio, City Taxis, Mitre, Q Park and Speedo.

Melinda Schofield, group sales manager for SCT, added: “The Car People is one of the most renowned and respected car dealers in the north of England so we are delighted to have them on board in this major new partnership.

“Our venues are used by millions of people every year and this, combined with our stature and reputation, ensures that our client partnerships provide maximum exposure and offer a sustainable platform to market and advertise products or services.”

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