The global tech leader, Sage, has been announced as the official accounting software partner of the English Football League (EFL), marking the beginning of a multi-year strategic collaboration.
The initiative aims to celebrate and support the small businesses that form the backbone of football’s matchday culture across England and Wales.
Spanning all 72 EFL clubs—including the Sky Bet Championship, League One, and League Two—the partnership is designed to shine a spotlight on the often-unsung businesses that help make matchday experiences memorable. From bustling cafés and local pubs to coach operators and corner shops, these enterprises are deeply woven into the fabric of football communities.
At the heart of the partnership lies a nationwide fan-led campaign, inviting supporters to nominate local businesses that elevate their matchday traditions. From these submissions, a panel will select three standout businesses to receive bespoke sponsorship packages funded by Sage. Additional finalists will also benefit from financial grants and promotion at EFL fixtures throughout the season.
The campaign is being fronted by Gary Neville, former Manchester United and England defender, and co-owner of EFL club Salford City FC, who joins Sage as a brand ambassador. Reflecting on his own experience in football, Neville said, “Football is more than what happens on the pitch; it’s a tradition rooted in local communities. The small businesses around every ground make matchdays what they are, from the cafés to the corner shops and coach companies. I’ve seen it from my time as a player and now as an owner, just how vital these businesses are. I’m proud to join Sage in celebrating their contribution and helping them thrive.”
Steve Hare, CEO of Sage, commented on the partnership and said, “We’ve been supporting British small businesses since we were founded, including many football clubs up and down the country. It’s fantastic to bring all of this together in support of the small businesses that power the football experience week in, week out. This is more than a sponsorship, it’s about delivering real value to the communities that make football what it is.”
Echoing the sentiment, EFL Chief Executive Trevor Birch added, “We’re proud to be working with Sage in a partnership which supports the interwoven nature of Clubs and their communities. Small businesses, like our 72 EFL Clubs, are often the heartbeat of the towns and cities in which they are situated. We’re looking forward to seeing the partnership champion those businesses which support our Clubs in making the matchday experience so special to the millions of people attending our fixtures every season.”
The partnership will also bring Sage’s technology to the forefront of EFL broadcasts. Starting this season, over 1,000 matches shown across Sky Sports, Sky Sports+, and ITV will feature Sage-branded visual overlays delivering real-time analytics. These include player efficiency metrics, win probabilities, and key performance indicators—adding a layer of data-driven storytelling to the fan experience.
Already used by nearly half of all EFL clubs, Sage’s software plays a critical role in streamlining operations and powering decision-making for small and medium-sized enterprises. Supporting over 3.5 million SMEs across the UK, this partnership aligns with the company’s broader mission: enabling business success through technology and insight.
This landmark collaboration between Sage and the EFL represents more than a commercial deal—it’s a rallying cry for community, innovation, and the power of sport to drive economic and social progress. Together, they aim to highlight the businesses that make football not just a game, but a shared tradition.
