When agreeing a commercial deal, Blues always pride themselves on forming a mutually beneficial partnership for all rather than simply a platform for sponsorship.
And the fruits of that approach were there for all to see at last month’s #PA14 end of season dinner
as two key partners joined forces to help boost the coffers of the club’s official charity, Help Harry Help Others.
Through the EZE Group Foundation, diamond partner EZE Group auctioned off their HHHO-branded shirt from the 2-1 home victory over Nottingham Forest during the 2012/13 season. It just so happened that the shirt had been worn, and signed, by the final day hero of the 2013/14 campaign, Paul Caddis.
Such memorabilia was always likely to attract a handsome amount and it turned out to be 2013/14 principal partner Nicolites who were determined to land the shirt with a winning bid of £2,600.
The EZE Group Foundation then in turn presented that donation to HHHO and the delighted charity’s chair, Georgie Moseley, was quick to praise the united Blues front.
She said: “As the club’s charity partner, it just shows that everybody behind Birmingham City is a family and we do things together. There’s nothing better than teamwork and we’re extremely honoured and touched that everybody has pulled together to help us which will feed back into the community.”
Harvi Balli, brand manager at Nicolites, added: “We are proud to work with Blues and their charity partner, Help Harry Help Others. Not only have we donated money to a great cause but we’ve also received a piece of fantastic memorabilia.”
HHHO weren’t the only company to benefit from the EZE Group Foundation’s #PA14 auction with Libby Mae’s Little Angels and Scotty’s Little Soldiers also benefitting.
Dominic O’Reilly, CEO of EZE Group, said: “We were delighted that the Paul Caddis shirt we donated raised so much for HHHO which is one of the Birmingham-based charities we support through our EZE Group Foundation. We are particularly grateful to the team at Nicolites for their generous support in bidding for the shirt.”