Sally Moore, Global Sponsorship Leader, Sage
For as long as football has existed, small businesses have played a vital role in supporting local communities and the magic of match day.
From the pubs, cafes and restaurants that keep fans satiated on match day, to the hundreds of suppliers employed to provide goods and services to clubs across the UK, small businesses are part of the unforgettable experiences that devoted fans look forward to. They are woven into the fabric of the English Football League (EFL).
Many sports fans will know this instinctively from personal experience, but the evidence shows just how important the surrounding areas are to local clubs. In the latest EFL Community Report, spending in the local community over the season was estimated at a gigantic £1.88bn. What’s more, over a quarter (26%) of fans purchase food or drinks from a nearby, independent vendor outside the stadium, and over a third (35%) visit their local pub or bar on a match day.
These small businesses aren’t just the engine room of the economy; they are the backbone of our communities, the glue that binds fans, clubs and towns together. That’s why I'm proud to announce that Sage is now the official accounting software partner of the EFL. Heritage, grit, and determination are in the very DNA of the EFL. It mirrors the journey of the many small businesses who work tirelessly to turn their dreams into reality. It’s this shared drive that makes this partnership so natural and so powerful.
For over four decades, Sage has been dedicated to supporting small businesses on their journey, and we’ve proudly served many football clubs for years. Now, we’re taking that even further by extending our direct support to the small businesses behind the badge. Together with the EFL, we are driving new opportunities for small businesses, both on and off the pitch.
Running a business, much like running a football club, is a game of fine margins. It’s about managing cash flow, chasing invoices, and filing taxes, all while trying to nurture the passion that got you started. Sage has perfected the accounting, payroll and HR software that takes the pressure off complex admin, and we proudly continue to empower business to do more with tools like Sage Copilot, serving as trusted AI members of the team.
Yet even as AI solutions transform how we work, we know that human rituals, identity, and emotion remain central - just like in football. AI enhances productivity, but people drive purpose. This new partnership is a celebration of that, to recognise the contribution of small businesses owners. It strengthens Sage’s commitment to the 3.5 million SMBs keeping football grounded in the community, and the 11 million more who aspire to start their own business.
To celebrate and spotlight their contribution, Sage is kicking off a UK-wide fan competition and we need your help to nominate the local businesses that are elevating the football matchday experience. We’ll be rewarding 72 small businesses, one for every club in the EFL, for their contribution to the community and fan experience. One club in each of the three leagues will win a grand prize of the chance of a bespoke partnership package with their local club, helping them with solutions to their specific business needs thanks to Sage as a thank you for their commitment to the football community.
Nominating fans will also be in with chances to win VIP match day experiences at their local clubs.
Welcome to the Sage family, EFL! We can’t wait to see what we build together.
