72partnerships

Based in London, United Kingdom, 72partnerships operates at the intersection of sports sponsorship and ethical brand partnerships. Founded in 2023, the agency is headquartered at 86-90 Paul Street in the heart of the capital, a location that places it within easy reach of both major corporate decision-makers and the football clubs it aims to serve. London's status as a global hub for media, finance, and sports marketing provides a fitting base for an agency that seeks to reshape how Football League clubs secure commercial income.

A Mission Rooted in Football's Lower Leagues

72partnerships was created with a specific purpose: to help English Football League clubs find long-term sponsors that do not rely on gambling brands. The agency's founders identified a persistent issue in the industry—while Premier League clubs attract major non-gambling sponsors, clubs in the Championship, League One, and League Two often struggle to secure similar deals. This gap leaves many clubs dependent on betting companies, a relationship that can be problematic for fan bases and community perception. 72partnerships addresses this by actively connecting clubs with brands that see value in the passionate, localised audiences that lower-league football offers. The agency argues that these clubs provide authentic engagement that is often overlooked by larger sponsors fixated on top-tier exposure.

Services and Expertise

While 72partnerships is a relatively young agency, its focus is clear. The team specialises in brokering sponsorship agreements that align with a club's values and fan culture. Their work likely encompasses the following areas:

• Sponsorship strategy and valuation for Football League clubs
• Brand matchmaking between ethical, non-gambling companies and clubs
• Commercial pitch creation and presentation support
• Negotiation and contract advisory for sponsorship deals
• Market analysis to highlight untapped value in lower-division football audiences
• Stakeholder communication around responsible sponsorship practices

These services are designed to replace the default reliance on gambling partners with sustainable, community-friendly alternatives. The agency's approach is consultative and purpose-driven, focusing on long-term relationships rather than transactional deals.

Who They Serve and Why It Matters

72partnerships primarily serves football clubs operating within the English Football League system. This includes clubs from the Championship down to League Two, as well as potentially non-league teams with similar sponsorship challenges. The agency also works with brands that want to engage with football audiences in a responsible way—companies in sectors such as retail, technology, food and beverage, automotive, and financial services that are looking for authentic grassroots connections. By highlighting the loyalty and demographic reach of lower-league supporters, 72partnerships makes a compelling case for brands to invest beyond the Premier League spotlight. The agency's work is particularly relevant in the current climate where regulatory pressure on gambling advertising is increasing, and clubs are seeking to future-proof their commercial income streams.

72partnerships is a good fit for Football League clubs that are actively looking to diversify their sponsor portfolios and reduce dependence on gambling revenue. It is also suitable for mid-market and national brands that value community engagement and want to associate with the passion of live football without the premium cost of top-flight sponsorship. The agency's London base gives it access to a wide network of potential partners, while its singular focus on ethical football sponsorship ensures that clients receive dedicated expertise rather than a generalist service. For clubs and brands alike, 72partnerships offers a focused, principled approach to one of the most pressing commercial challenges in English football today.