The season begins this evening (13 August), with freshly-promoted Brentford facing north London rivals Arsenal, at the Bees’ new 17,250-seat Brentford Community Stadium.
It’s a historic occasion in more than one way, as the last time the teams met in the league was in 1947, making the programme even more collectable.
West London print firm Geoff Neal Group agreed a two-year partnership deal with Brentford FC in October 2020, and has become an official partner for the club. Geoff Neal branding will appear on the pitch-side electronic advertising boards during matches.
Sales director Steve Palmer told Printweek: “We got involved before the new stadium was built, when Brentford held an open evening to talk about their plans and invited local businesses based in ‘TW’ postcodes.”
The two parties hit it off and subsequently agreed the partnership, with Geoff Neal working on the club’s bespoke print requirements, including season ticket and premium seat welcome packs for the 10,000-plus Bees fans who have secured their seat at the new stadium.
The Feltham-based business is also printing Brentford's matchday programmes for the new season.
“We’re proud to be associated with the club, and the variety of work means all our disciplines will be involved including litho, digital, personalisation and fulfilment. For example the premium supporter pack is technically very clever, and very nicely done,” Palmer said.
“The carbon footprint is low, because we’re just up the road, and Brentford liked that aspect as well,” he added.
Thank you @BrentfordFC for an amazing day yesterday at your official Partner & Sponsors Event. Our Steve is ready to join the team should you need! 😁 Wishing you all the very best for the play off match tomorrow. Come on you 🐝🐝🐝
— Print Perfection (@GeoffNealGroup) May 28, 2021
#BrentfordFC #fridayfun#trustinprint pic.twitter.com/Hli9KdtBaD
Palmer at Brentford FC's new stadium
Other print businesses involved with football programme and magazine production for clubs and specialist contract publishers include Buxton Press, Micropress, Precision Colour Printing, William Gibbons and Bishops Printers.
Bishops managing director Gareth Roberts said he was upbeat about the prospects for the new season – especially as lower league clubs are no longer required to produce programmes, but have chosen to continue to do so.
“The football league season outside the Premier League has already started, and clubs throughout the league pyramid have returned to us for their programme requirements. I’m obviously pleased to not only have retained these clients from pre-pandemic days, but it’s also worth noting that this is really the first season where clubs have not been compelled under the articles of association to produce a printed programme,” he explained.
“I think it speaks well of the power of the programme – the commercial viability and the voice that it gives the club to the supporter base – that so many still see it as an integral part of what they do.”
Roberts said that the print runs for pre-season friendlies and the first weekend of the lower league season had been encouraging.
“The volumes produced were reflective of fans being back and Clubs expecting them to buy – which early indications suggest they are indeed, with sell outs reported at some grounds.”
He said that Gillingham FC had opted for “a nice touch” by having 5,000 programmes produced that were given away free to every person at the first match.
Roberts also said that clubs were experimenting with new specifications.
“It’s lovely to see a variety of efforts taking place as differentiators,” he added.
Large-format printers have also benefited as clubs refresh their sponsorship graphics and stadium branding. Grafenia chief executive Peter Gunning said: “We are delighted that the new season is off to a great start with stadiums keeping us busy, getting ready to welcome eager fans back in.”
Following the relaxation of government Covid-19 restrictions, Premier League clubs are now able to operate at full capacity with the exception of some seats that are very close to the pitch.
Last season a number of clubs turned to the power of print to cloak the empty seats in their stadiums, or added cardboard cut-out figures of fans to fill the empty seats.
