CASE STUDY
Supporting local football Shopfloor
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Independent retailer, Albany Radio, has teamed up with Euronics to sponsor a local girls’ football team. “It’s important to us and also sends out a strong equality message to the local community,” owner Steve Millwood tells ERT.
This year, Euronics sponsored the UEFA Women’s EURO 2022 tournament as part of its grassroots campaign to promote a sense of community with its dealers up and down the country. One particular Euronics agent got stuck in. Hertfordshire-based Albany Radio is sponsoring the Ware Youth FC U11s girls’ football team for this season. Owner of the company, Steve Millwood, who has two stores, one in the centre of Hertford and the other in Enfield, North London, is proud of his business’s partnership with the team – especially because his daughter plays for them!
“Girls have as much right as boys to play and enjoy the beautiful game,” he says. “When my daughter was seven, she decided she wanted to play football and we found Ware Youth FC. We have seen how much she loves being part of the team and going to training sessions and playing in matches around the area, irrespective of whether they actually win or lose. It’s all about taking part and having fun, we always say.” Mr Millwood adds: “When Euronics announced that it was sponsoring UEFA women’s football at the start of this year, we talked with CIH about the support available for local initiatives. They were happy to come on board, helping us to sponsor the kit at Ware Youth FC U11 and be a positive voice for girls’ football in the local community.
“We love to support all people that play football
– boys and girls. They all deserve to play the game, enjoy it and have fun.” Mr Millwood says that when England won the Women’s EURO tournament back in July, momentum around women’s and girls’
the football
reached fever pitch, and Albany Radio’s support of the local club was even more meaningful. “It’s such great timing,” he goes on. “Women’s sport – football, in particular – is gaining huge interest right now and being part of the support for girls in the local area really means a lot. I just hope other Euronics agents get involved too so we can build on this going forward!
A family business
Albany Radio, which celebrates its 90th anniversary this year, is a family business; Mr Millwood runs the operation along with his dad Robin, mum Christine and brothers Allan and Richard.
Albany Radio prides itself on offering a wealth of informed advice and expertise across all the white and brown goods it supplies. The business is renowned for its support of local charities and initiatives over many years. An important part of the local community, it’s always ready to go the extra mile to help its many loyal customers.
“By supporting Ware Youth FC, we’re doing something positive,” Mr Millwood continues, “not just for the girls in the team but for the coaches, parents, supporters and everyone connected with the club, to make sure they’re properly kitted out and look professional for their training and their games.”
Part of the community “We can see how passionate everyone at the club is about football, and we’re delighted to support the team. It’s important and also sends out a strong equality message to the local community. This partnership means a lot – it helps to draw the community in, and it helps to promote our stores of course, which is certainly a bonus!”
Euronics is keen to work with more dealers, like Albany Radio, to identify and support local girls’ and women’s football initiatives, helping to increase awareness, engagement and popularity of the sport in their local communities.
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