Ponds Forge venue group drives new motor partnership

The Sheffield City Trust (SCT) Group, which operates a portfolio of venues, including Ponds Forge and the English Institute of Sport Sheffield, has secured a major, multi-venue sponsorship deal with the north of England’s biggest car supermarket.

The SCT Group has signed a two-year partnership with The Car People, which has a 10-acre showroom in Sheffield, as well as sites in Manchester and Wakefield.

Jonathan Allbones, sales director at The Car People, said the partnership was “a great fit” as the company looked to expand.

“It’s a great opportunity to engage with local people in Sheffield, expose The Car People to millions of potential new customers and increase awareness of the company’s Sheffield showroom.”

The Car People will sponsor the atrium at Ponds Forge and iceSheffield’s annual Christmas Show. It will have a presence on the Ponds Forge digital scoreboard, SCT group websites and trackside at EIS Sheffield.

SCT also has partnerships with brands including East Midlands Trains, Heart Radio and Speedo.

Melinda Schofield, group sales manager for SCT, said: “Our venues are used by millions of people every year and this, combined with our stature and reputation, ensures that our client partnerships provide maximum exposure and offer a sustainable platform to market and advertise products or services.”

Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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