Newcastle, Monday 24 November 2025: Today Sage, the leader in accounting, financial, HR, and payroll technology for small and mid-sized businesses (SMBs) announces the selected UK business winners of the ‘Behind the Badge’ competition, which champions small businesses who serve their local communities.
The recognition is a key moment in Sage’s recently announced partnership with the EFL, which is focused on supporting the small and mid-sized businesses that keep their communities thriving.
In August, Sage, Official Accounting Software Partner of the EFL, embarked on a UK-wide campaign asking fans across all 72 EFL Clubs to nominate their local business heroes.
The winning businesses have won tickets to their local Club, plus a suite of Sage products to help them thrive, with the businesses also benefiting from regional promotion and marketing across Sage, EFL, and their local EFL Club channels. Within the nominees, three Grand Prize winners were also chosen by Sage, gaining further promotion and support through a bespoke sponsorship and marketing package with their local EFL Club in their respective division. The Grand Prize winners are Chris’ Fish & Chips from Leicester City in the Sky Bet Championship, Prime Time Plumbing from Bradford City in Sky Bet League One, and Monarch Mortgages with Gillingham FC in Sky Bet League Two.
Sally Moore, Global Head of Sponsorship at Sage, said: “The winning businesses stood out because of how they support of their local communities. Behind every EFL Club is a dedicated network of small businesses working tirelessly. As the Official Accounting Software Partner of the EFL, Sage is proud to celebrate the businesses behind the badge, the unsung heroes who consistently support their communities and the Clubs they love”
Emma Jones, UK Small Business Commissioner (CBE), complemented the initiative, stating "The winners of Sage’s Behind the Badge competition exemplify the vital role small businesses play in strengthening our communities. These entrepreneurs are the backbone of local economies, driving growth and creating opportunities for people in towns and cities across the country every weekend. We must continue to recognise and support their work to ensure their continued prosperity in the communities they serve."
The small business will be celebrated during the Sage Small Business Spotlight, which runs from 24th November across all three EFL Sky Bet divisions. Find out more about the businesses behind the badge and how Sage can support you for free at: www.sage.com/en-gb/blog/heroes-of-the-efl/
About Sage
Sage exists to knock down barriers so everyone can thrive, starting with the millions of small and mid-sized businesses served by us, our partners and accountants. Customers trust our finance, HR and payroll software to make work and money flow. By digitalising business processes and relationships with customers, suppliers, employees, banks and governments, our AI-powered platform connects SMBs, removing friction and delivering insights. Knocking down barriers also means we use our time, technology and experience to tackle digital inequality, economic inequality and the climate crisis.
