UKFast and the Sale Sharks - Winning Together

The relationship between internet hosting provider and renowned rugby union team may seem unlikely at first glance, but it has proven to be a cornerstone of success for both parties over the last ten years.

Back in 2000 Manchester-based UKFast had been trading for little over a year. Lawrence Jones' entrepreneurial instincts prompted him to start up a hosting company with a focus on speed and customer support and it had begun to take off.

Meanwhile, rugby union as a sport was still in a transitional stage. Only five years had passed since its amateur status had been lifted and it was still searching for ways to maximise its newfound professional opportunities.

Both Sale Sharks and UKFast were looking for a way to build their organisations and their brand names. The pivotal point was the internet.

Building support online

With UKFast behind them, the Sharks became pioneers of engaging their audience through successful online marketing. Together the pair built a website featuring ecommerce, community and media aspects. They never looked back. Today 75% of the club's commerce takes place online.

"With the help of UKFast, the Sale Sharks website has developed into a very valuable tool for our business. We now take more money over the internet than we ever imagined," comments Nathan Bombrys, commercial director at Sale Sharks.

Stepping into the big time

As the team's web presence grew, so did the fan base. The Sharks moved into a new larger stadium in 2003 (Edgeley Park) and tripled match attendance, regularly attracting close to 10,000 rugby fans. The boost to the club's profile and finances helped the Sharks to achieve the next, ultimate, step - the summit of the English game. In 2006, the Sharks became the Premiership champions for the first time, beating rugby giants Leicester 45-20 in the final.

UKFast too raised its profile, swelling their client base to include big names like Sainsbury's, Sky and Dolland&Aitchison. Turnover reached £6.4million in 2008 and heads toward £10m in 2009.

A decade on, a new level of partnership

Nearly a decade since joining forces, Sale Sharks announces UKFast as the team's main sponsor in May 2009. The new European kit, hotly tipped to sell more quickly than any other, features UKFast's new brand colours black and cyan.

"We are huge fans," says Lawrence Jones. "We believe in the team and we're always there supporting on the sidelines. We take our clients so they can share in the experience and they love it. The relationship works so well because we support them both on the field and online."

An even brighter future

Each new season brings fresh challenges and with UKFast in place as main sponsor for the next three years, the Sharks have the support they need to hit new challenges head on.

Working relationships built on passion, ambition and trust are an illustration for all businesses looking to invest in something worthwhile. Sponsorship allows sports teams to excel in the modern professional era while also giving back to the community. Teams combine winning trophies with youth sports schemes that allow young rugby fans to enjoy the game and meet the players whilst learning the benefits of sports for fitness and wellbeing.

Joining together the worlds of sport, business and community allows these two great organisations to grow in tandem, benefiting both the economy and promoting pride in the Manchester area.