Cove Group is proud to continue and strengthen its partnership with Shrewsbury Town Football Club, building on a relationship that brings together community, tourism, business networking, and regional pride.
During a recent visit to the Croud Meadow Stadium, representatives from Cove Group and Shrewsbury Prison met with the club’s sponsorship team to explore future opportunities for collaboration and growth. The discussions focused not only on maintaining the current sponsorship package, but also on developing new ways for both organisations to work together and create meaningful experiences for supporters, businesses, and visitors alike.
The partnership already provides strong visibility for Shrewsbury Prison through pitch-side branding and matchday exposure, helping introduce the attraction to thousands of fans and visitors attending games each week. With average attendances of around 5,000 supporters, the club offers an incredible platform to showcase one of Shropshire’s most unique tourist attractions.
As part of the visit, the team explored several exciting future opportunities, including enhanced sponsorship activations, open day collaborations, and exclusive business networking experiences hosted at Shrewsbury Prison itself.
One of the standout ideas discussed was the possibility of inviting club sponsors, partners, and even players to the prison attraction for bespoke events such as networking breakfasts, evening experiences, overnight stays, and team-building activities. These events would not only allow local businesses to connect in a completely unique setting, but also strengthen the wider community surrounding the football club.
The collaboration represents far more than traditional sponsorship. It creates opportunities for:
Greater exposure for both organisations across the region
Local business networking and relationship building
Increased tourism and visitor engagement for Shrewsbury Prison
Unique hospitality and corporate experiences
Team-building opportunities for players and sponsors
During the stadium tour, the team visited the Sovereign Suite hospitality area, where matchday sponsorship opportunities were showcased. These include branding opportunities, sponsor announcements, presentations of the match ball or Man of the Match awards, and direct exposure to business leaders and supporters attending hospitality events.
The visit also included a behind-the-scenes tour of the club’s facilities, including the home and away changing rooms and pitch-side advertising locations, giving further insight into the scale of opportunities available through the partnership.
For Cove Group, partnerships like this are about more than branding — they are about creating experiences, building regional connections, and supporting organisations that play a key role in the local community.
Joel Campbell, CEO of Cove Group, said:
“This partnership is about far more than sponsorship boards around a football pitch. It’s about building relationships within the local community, creating memorable experiences, and bringing businesses together in unique and exciting ways.”
He added:
“Shrewsbury Town Football Club is a huge part of the local identity here in Shropshire, and we’re incredibly proud to continue growing our relationship with the club. There’s huge potential for both organisations to support one another while creating opportunities for local businesses, visitors, and supporters alike.”
As the partnership develops, Cove Group looks forward to working closely with Shrewsbury Town Football Club to create new experiences for supporters, sponsors, and visitors across Shropshire and beyond.
This article was created by Harry from Meole Brace School, who is currently completing work experience with Cove Group. Harry attended the partnership meeting at Shrewsbury Town Football Club and produced the original write-up following the visit.
