Macklin Motors hedged its bets with football fans in Scotland’s capital by securing sponsorship deals with rival teams Heart of Midlothian FC and Hibernian FC.
Vertu Motors’ Scottish car retail division, which operates 14 dealerships across Scotland including Hyundai, Kia, Mitsubishi, Peugeot and Suzuki sites in Edinburgh, has signed partnership deals with Scottish Cup finalists Hibs and newly promoted Hearts.
The move follows a string of high-profile sponsorship and marketing deals for the AM100 PLC and an assertion from chief executive, Robert Forester, that the business will continue to drive growth with the help of a “big brand” profile.
In 2020 Vertu begun sponsorship of Formula One coverage on Channel Four with Macklin Motors as well as striking up sponsorship deals with Durham and Yorkshire County Cricket teams and gaining the naming rights to Newcastle’s’ Eagles Community Arena.
Its new partnership with Hibs and Hearts promises further high-profile opportunities for brand recognition at both Tynecastle and Easter Road together with player/manager appearances, with the clubs’ average attendances numbering 18,500 to 19,000 in non-COVID restricted times.
Bespoke packages for each club also include in-stadium advertising boards, digital advertising, dealership and customer base engagement, signed giveaways and match day sponsorship packages.
Forrester said: “This is a fantastic opportunity to raise the profile of Macklin Motors through a partnership with the two Edinburgh football clubs.
“Both have had excellent seasons, with a cup final and promotion to the Scottish Premiership.
“Like many other sectors, sport has been hit by the pandemic and to forge partnerships with these two high-profile football clubs will be mutually beneficial.”
Greg McEwan, head of marketing and brand partnerships at Hibernian FC, said: “We are delighted to have Macklin Motors join our corporate family at Hibernian.
“The brands share a lot of the same values and we look forward to working together to help the respective brands grow.
“Macklin is one of the leading automotive retailers in Scotland and exactly the kind of reputable brands we want to be working with at the club.”
Ann Park, director of community and partnerships at Heart of Midlothian Football Club, said: “Heart of Midlothian extends a warm welcome to Macklin Motors as an Official Club Partner.
“We are proud to partner a company whose brand stands for quality, customer care and top-quality service and are confident that our fans will respond well to such a reputable brand.
“We look forward to working with the Macklin Motors team in Scotland in the seasons ahead and to boosting their brand and profile in our highly engaged supporter base.”