Salford, 28 October 2026 - Small business owners from across Greater Manchester took centre stage at Salford City FC as Sage and the English Football League (EFL) celebrated the people behind the region’s Christmas traditions and football communities.
Sage, the Official Accounting Software Partner of the EFL and the leader in accounting, financial, HR and payroll technology for small and medium sized businesses, brought together independent business owners, sole traders and accountants alongside Sage ambassador and Salford City FC co-owner Gary Neville. The event came ahead of the busy festive trading period, when customer orders rise and deadlines become increasingly important.
From the food served before kick-off, to the suppliers, tradespeople and advisers supporting local companies, small businesses are part of the matchday experience and the identity of football communities. The event recognised that vital contribution and gave business owners a moment in the spotlight.
Greater Manchester businesses take centre stage
Among those celebrated were bakeries, barbers, and home fragrance makers as well as many more independent businesses. Together, they reflected the important role they play in serving customers and supporting communities throughout the year, particularly during the busy festive period.
Simon Peers, owner of Phoenix Flooring in Salford, said: “Christmas is one of those moments when deadlines really matter to our customers. A huge amount of care goes into making sure projects are finished in time for families to decorate their homes and enjoy them over the festive period. It was great to have that work recognised and to meet other Greater Manchester businesses putting the same care into making Christmas special for their customers.”
Business owners also took part in a behind-the-scenes stadium tour, festive meal and discussion exploring the relationship between football, business and community. Hosted by Sky Sports’ David Prutton, the conversation included contributions from Gary Neville, Senior Director and Global Sponsorship, Sally Moore and Salford City players Joe Powell and Paolo Mariani.
Gary Neville, Sage ambassador and Salford City FC co-owner, said: “Football clubs sit at the heart of their communities, but it’s the local businesses around them that help bring those communities to life every day. From the café supporters visit before a match to the suppliers, retailers and accountants helping businesses grow, they’re all part of what makes a football community thrive. It was great to recognise what these businesses contribute to Greater Manchester, both on matchdays and throughout the year.”
For Sage, the event was an opportunity to recognise small businesses before the festive rush. Sally Moore, Senior Director, Global Sponsorship at Sage said: “Christmas doesn’t just happen. Behind the matchdays, celebrations and traditions people enjoy are small businesses bringing skill, care and attention to every detail. While they’re busy creating special moments for everyone else, we wanted to put them centre stage and recognise the expertise, hard work and contribution they make to their communities.”
The celebration will continue at AFC Wimbledon on 3 November and Middlesbrough FC on 5 November, before Sage’s nationwide Secret Santa competition gives fans across all 72 EFL clubs the chance to nominate a local business to win a share of £100,000.
Find out more about Sage’s partnership with the EFL.
About Sage
Sage creates the confidence businesses are built on. Our finance, HR and payroll technology supports the critical work millions of small and mid-sized businesses and accountants depend on – helping them navigate complexity, reduce risk and make better decisions. As AI transforms how that work gets done, Sage provides the essential platform for the people who need to get it right, bringing together trusted technology, deep domain expertise and the connected services they rely on every day. We extend that commitment by using our time, resources and experience to help create opportunity in the communities where we live and work.
About the EFL
The EFL (English Football League) is the world’s original league football competition. It is the largest single body of professional clubs in European football and is responsible for administering and regulating the Sky Bet EFL, Carabao Cup and Jersey Mike’s Trophy, as well as reserve and youth football. The EFL, EFL in the Community and our member clubs are at the heart of communities across the country, providing shared experiences for all and using the power of sport to improve lives.
Notes to Editors
Christmas Comes Early is a series of events delivered through Sage’s partnership as the Official Accounting Software Partner of the EFL. The events bring together local business owners, football figures and community representatives at EFL clubs across England. Further events will take place at AFC Wimbledon on 3 November 2026 and Middlesbrough FC on 5 November 2026.
