Central joined forces with Tier One Capital this week to sponsor the Metro Bank One-Day Cup cricket fixture hosted by Durham Cricket. The match between Durham and Sussex took place at the family-friendly South Northumberland Cricket Club in Gosforth, and represented much more than just a branding opportunity for Central, it was a celebration of the North East’s vibrant local community and sporting spirit.
Steve Hart, Training Director at Central, expressed pride in the partnership and its impact on the community, stating, “This is a key fixture in Durham Cricket’s calendar, and we are delighted to support South Northumberland Cricket Club, which is known for being a family-friendly venue. Supporting local sport isn’t just about sponsorship; it’s about investing in the community. We believe in creating positive experiences that unite people and celebrate the unique character of the North East”. His comments highlight Central’s commitment to supporting regional initiatives that go beyond recruitment, through shared experiences that celebrate what makes the North East special.
Durham Cricket’s Commercial Director, Tom Seymour, also welcomed the collaboration: “We are delighted that Tier One Capital and Central Employment have again come together to support the day.
“We are reliant on local businesses in the region supporting our fixture list and the one-day at game at South Northumberland is always a great day out and one of the highlights our fixture calendar.” This sentiment underscores the crucial role that local business partnerships play in maintaining community sports events.
Tier One Capital, Central’s sponsorship partner, echoed this community-focused ethos. Paul Blight, Head of Wealth Management at Tier One Capital, said, “We are delighted to team up with Durham Cricket Club and Central Employment to show our ongoing commitment to sport in the region”.
Central’s sponsorship of Durham Cricket exemplifies how local businesses can create community experiences. For Central, this means going beyond logos and branding, it’s about actively participating in local life, supporting family-friendly events, and partnering with organisations that share their values.
