More than a rugby club: why we’re part of the Bury St Edmunds Wolfpack community
By Jason Ford, MD
Based as we are, in the beautiful heart of Suffolk, Bury St Edmunds Rugby Football Club is more than just a rugby club, more than a sports team; it’s a hub of community spirit, and a place we’re proud to be part of.
As well as the incredible heritage – 2025 sees the club celebrate its centenary year – and the incredible, heart-wrenching story of the 1974 Ermenonville Air Disaster – a tragedy for the town and club alike – the Bury RFC community is a strong and supportive one.
We’re now in our third season as a sponsor, and have thoroughly enjoyed meeting fellow supporters and immersing ourselves in the club’s culture, making a meaningful impact within its community, and that of Bury St Edmunds.
Here’s why this partnership makes sense for us, and why other businesses should consider talking to the club.
Why get involved with a rugby club?
Rugby embodies values that resonate deeply with business: teamwork, discipline and determination. These are qualities we see in our own team, and our clients, and want to celebrate this positive approach.
Also, sponsoring a player is a tangible way to support local talent, in a truly helpful, practical way (we sponsor two players in the female and male First XI – Katie Rannochan and Calvin Michell), while aligning with the values of hard work and community spirit.
We’ve also recently agreed to be shirt sleeve sponsor for 2025-2027 for the Women’s 1st XV, and are also proud sponsors of the club’s official photographer Beanstalk Media – helping to keep the great images from match days coming.
Rugby has a unique power to bring people together.
By joining the club community and hosting matchday hospitality events for colleagues and clients, you can create opportunities to strengthen relationships in a setting far removed from boardrooms, or over email. It’s about building trust and rapport over shared experiences – not just being transactional.
For me, it’s also about giving back to a team in a town in which I grew up and went to school – I played for the club when I was a Colt, a handful of years ago now…
Why should other businesses get involved?
Getting behind a local sports club isn’t just altruistic – it’s smart business as well.
It shows you’re invested in the community you serve, sharing experiences and generating goodwill among customers and clients who share your pride in supporting local.
Fans of any sports club aren’t just spectators; they’re local residents, professionals, and decision-makers who notice and appreciate businesses that support their team.
Additionally, bringing your team to games is a morale booster. It reinforces a sense of belonging and teamwork within your organisation while providing a fun, relaxed environment to bond outside the office.
What does it bring to our business?
For us, this partnership has delivered more than just brand visibility. It has started conversations and opened doors to new clients, strengthened existing relationships, and provided opportunities to network with other businesses in and around Bury.
More importantly, it’s deepened our connection to the local community. In an era where customers value authenticity and purpose, being visible and actively involved in a cherished local institution speaks volumes.
If you see sponsoring a rugby club as a CSR initiative, or a necessary expense, maybe this isn’t the club for you – being part of Bury is an investment in the community, our brand, and the relationships that drive our business forward (forgive the slight pun on FWD).
Commercial Manager Will Affleck and his colleagues create regular engaging and interesting networking events, and fellow sponsors try to use each other when they need a product or service.
So, why not get behind your local team?
The rewards go far beyond the final score.
#MoreThanJustARugbyClub
