Amber brings energy to sporting partnerships

We all share the goal of wanting to give our clients an excellent service, but when it comes to partnerships there is an added dimension. At Amber, we aim to grow long-term relationships with everyone we work with – but some of those clients have an extra layer of integration and develop into true partnerships. Nowhere is that more evident than with our sporting clients, with whom we often have a reciprocal arrangement built on mutual benefit and close cooperation.

My background is in sport, and, prior to Amber, I worked at both the Principality Stadium, home of the Welsh Rugby Union, and at Sophia Gardens, international cricket stadium and home of Glamorgan Cricket. Both of those organisations are long-term Amber clients, and it is great to be able to support their sustainability ambitions. 

What does it mean to partner with Amber?

There are many benefits to forging sporting partnerships over and above the fact that these are valued clients.  The primary one is that such relationships transcend a simple customer-supplier arrangement because we are both suppliers to and customers of such partners.  We provide our energy management and Net Zero consultancy services, but we also receive rights in return which can include advertising, hospitality and tickets which we can utilise to promote our services to new clients and for internal staff reward.

These kinds of relationships, where there are multiple touchpoints and individual relationships between multiple contacts within both organisations, across several departments and areas, create strong bonds and a network of connections which transcend a simple transactional client-supplier arrangement.

Rhys Williams, Head of Commercial at the Welsh Rugby Union describes such arrangements as being like a family. He says: “One of the Welsh Rugby Union’s core values is ‘family’.  Nowhere is this better encapsulated than in our relationships with our partners. This is particularly relevant where the partner provides their services and expertise to us and benefit from sponsor rights coming the other way. This dual element creates a balanced relationship where both parties are clients and customers of each other. In Amber’s case, this means that the WRU benefits from their energy management expertise, the Amber brand can benefit from exposure at international matches and their staff can enjoy rugby events at Principality Stadium. In my experience, this mutually beneficial partnership builds durable and lasting relationships.”

In a similar vein Ed Rice, Head of Commercial at Glamorgan Cricket, explains: “Our relationship with Amber is really an equal partnership that is truly mutually beneficial. This is one of the main reasons it’s had the longevity it has – 12 years and counting. We value the support that Amber provides with their extensive experience and expertise in the energy sector and their role in managing energy for Sophia Gardens in an ever-changing sporting landscape. But the most important aspect is the trust we developed over the last 12 years and alignment of our goals, particularly around sustainability. The partnership isn’t a one-way street, and Amber have shown commitment to the club as an important sponsor so it’s not purely a supplier-client relationship.”

Our transparency sets us apart

One of Amber’s core beliefs is the importance of transparency in all aspects of our interactions with our clients, whether they are sporting partners or not. Unfortunately, the sponsorship of sports organisations by energy brokers is an area in which there has been historical bad practice. Some sporting organisations have fallen victim to unscrupulous brokers hiding high fees inside complex contracts which result in organisations paying large amounts back to the broker via their energy bills – effectively paying more than the value of the sponsorship itself. I am pleased that we have been able to protect many sporting clients from such malpractice. We do this by using our expertise to reverse-engineer energy contracts and sponsorship offers which may initially look appealing, to find costly clauses hidden deep in the small print designed to ensure all benefit is with the broker, at the expense of the clubs in question.

We’re on your team

Amber’s partnerships are all appropriate, transparent and of mutual benefit.  We’re experts at what we do in terms of our energy management and Net Zero services, but this open and straight approach is a key reason why so many of our sporting partners renew with us. A great example is the one we have with Gloucester Rugby.

Jack Butler, Gloucester’s Partnerships Lead, says: “Gloucester Rugby’s partnership with Amber is truly collaborative in every sense. Being both clients and sponsors adds a reciprocal dynamic that benefits both parties, that drives value and trust that extends beyond a traditional deal.”

Staying over the bridge from our HQ in Cardiff, we also have a long-term partnership with Gloucestershire Cricket.  We’ve been able to support Gloucestershire in helping to reduce their costs and carbon usage and they’re another great example of why such relationships tend to stand the test of time. Joe Kaniecki, Head of Commercial explains. “We have been working with Amber for quite a few years now – one of the reasons for this is that our partnership works both ways. Amber receives rights and benefits including watching Gloucestershire and England at the Seat Unique Stadium and showing off the Amber logo on our kit, and we benefit from Amber’s expertise when it comes to our energy management and Net Zero ambitions. This kind of interactive partnership is of real value to Gloucestershire Cricket and long may it continue.”

Great partnerships bring a whole lot of energy

There’s no real secret to creating great partnerships. Simply put, when two organisations with shared values both work hard to provide an excellent product and service to each other, the rest comes naturally. Sport is a key sector for Amber, and we are always interested in speaking with clubs and grounds who share our Net Zero and cost-reduction ambitions, across all sports. 

If this sounds like you, let’s have a conversation and see if this could be the start of a beautiful friendship.