Cleveland Steelers and Readman Steel: Why do they choose to sponsor a semi-pro sports team?

The Cleveland Steelers are enjoying a successful debut season as a basketball club in the third tier of the NBL, bolstered by their sponsorship with Readman Steel.

Wayne Britton, Director of Readman Steel, shared the motivations behind the partnership and the benefits the company has seen so far.

A History of Local Support

"We've sponsored a couple of local sports setups in the past, from netball to football," Britton said. "Now, with the basketball, we've got our family involved a bit further down in the structure, training and playing for the Cleveland Steelers."

Britton explained that the opportunity arose naturally: "Having been with the club from the start when they set up as East Cleveland Basketball, we followed them as they transitioned into the Steelers and decided to pick up a sponsorship package to help them through their first season in the NBL."

The Vital Role of Sponsorship

Britton, who became familiar with the sport through his son’s time with the Tees Valley Mohawks, emphasized that sponsors are "really important" for semi-pro clubs. He noted that support is particularly critical during a debut season to cover significant upfront costs like kits and equipment.

While the partnership offers some brand awareness, Britton was candid about the commercial impact. Because Readman Steel is a national B2B (business-to-business) company, the local exposure provides less direct ROI than it would for a B2C (business-to-consumer) brand. For Britton, the partnership is driven as much by community support as it is by economic benefit.

Community and Social Impact

Britton highlighted the social advantages the Steelers bring to the area:

• Youth Engagement: "They’re getting quite a lot of kids off the street and into the sport," he noted.

• Character Building: He credited the club with teaching kids discipline, keeping them active, and helping them build lifelong friendships.

• Community Spirit: Beyond the court, the Steelers have organised sponsored walks, which Britton says foster a stronger sense of local community.

Looking Ahead

As part of the sponsorship package, Britton’s team receives three free tickets to games. After attending, he admitted he was "impressed" by the quality of play. He also cited the professional "setup" and the quality of the home ground as deciding factors in the partnership.

While Readman Steel intends to remain a key partner for amateur and semi-pro sports, Britton noted they will keep their contributions sustainable, stating it isn't something they will be "spending tens of thousands of pounds on".