Yorkshire Boilers has celebrated its commitment to the local community by partnering with the Leeds United Business Club. With its branding featured throughout every Leeds United home game at Elland Road, the boiler company’s branding appears in front of more than 30,000 supporters each matchday.
Specialising in domestic Boiler installations, as well as servicing, the business was formed by James Elston in 2013. Yorkshire Boilers takes pride in its regional roots and is looking to sport to help the business reach out to local people.
Having previously been CEO of a Rugby Super League club, Elston knows the impact that sport can have on a community. He said: “I was born in Leeds. It’s something that we’re proud to be associated with. When we see the branding up there, it makes us smile.
“It’s that first point of contact. Hopefully, it means that when fans’ boilers break, they’ll remember us. When they’re searching Google, they’ll think, ‘I’ve seen that name somewhere.’”
“Being associated with a high-level football club like Leeds United makes people think higher of your business. There’s a respectability attached to it. The perception is that we’re a quality company that’s able to showcase ourselves in the right places.”
Formed through a partnership between Eleven Sports Media and the Football Club, the Leeds United Business Club sees all its partners enjoy extensive brand exposure at Elland Road. Yorkshire Boilers appear on crowd and pitch-facing LED boards, as well as featuring on StadiumTV and StatTV screens within the concourses.
The company is aiming to use its links with Leeds United to inform supporters of its newest product, with James Elston outlining how the business offers a comprehensive service.
“Part of the reason for wanting to grow our brand is that we’re rolling out a boiler insurance product, which is the newest side to the business. It’s giving our customers emergency assistance, cover, and support.
“For example, we may fit a boiler in someone’s home but there might be other parts of the house that need fixing. Our insurance product will stop them from being left with a leak or being locked out of their house.”
Away from matchdays, Yorkshire Boilers enjoys a selection of matchday hospitality tickets and are also invited to exclusive partner events, which have included Q&A evenings with club legend Eddie Gray.
The business also sponsor StatTracker social media posts, which are shared to Leeds United’s official channels, and James Elston understands the importance of reaching out to a digital audience:
He aded: “How we use the pictures of our branding on social media is the key for the success of the partnership. That’s where people are viewing everything. Seventy five per cent of our customers are enquiring about us on their mobile phones.
“We’re well-known within our industry but our brand will only be as good as how much we push it out there. We’re supporting our local club and all those things are going to help.
“From a personal point of view, it’s great to see our branding in such an iconic stadium. Elland Road and the supporters are renowned as some of the best in the country. It does give you a sense of pride, seeing the company linked to Elland Road and Leeds United.”