Elite Secures London Stadium Business Club Partnership
Elite Security has partnered with the London Stadium Business Club to provide the security systems company with potential national exposure at every West Ham United home game. Undertaking commercial projects, the Stapleford-Abbots-based business’ link to the Football Club sees Elite Security’s branding broadcast to more than 50,000 supporters.
The business provides a range of services, spanning from automatic doors to CCTV systems, and has been operating for more than a decade. Ben McCayna bought the company as a 21-year-old, when the business revolved around installing windows and doors, and has since grown Elite Security into a multi-faceted operation. Mr McCayna explained why becoming involved with the London Stadium Business Club appealed to the business:
“I’m a West Ham fan so that was part of why we joined the London Stadium Business Club. The business has grown so much, and we’ve not really had anybody to do the marketing side. We’ve had to outsource it, and this is a step towards bringing it in-house.
“We don’t expect people to see our branding and think they need to call us. It’s targeted more at people who have worked with us before, or have come across us elsewhere, to remind them about us.”
The London Stadium Business Club stems from a partnership between Eleven Sports Media and the venue, which sees all partners’ branding appear throughout West Ham United’s home games. Appearing on multiple platforms throughout the ground, Elite Security see their company logo displayed on a large digital screen at the front of the stadium, as well as being broadcast on the pitch-facing mid-tier boards.
Adopting a multi-layered approach, the company’s branding is also broadcast on StadiumTV displays within the concourses, allowing the business to interact with fans throughout every match. In addition, all Business Club partners are invited to exclusive events, which have included Q&A evenings with Sir Trevor Brooking.
Having enjoyed continued success, Elite Security have a series of long-term clients. Though Ben McCayna is focussed on further growing the business, he outlined how Elite Security have created a returning customer base:
“It’s because we offer a range of services. One client may want automatic doors; another client, access control. However, due to what we can provide, it means that all our customers are able to choose to have more installed, if they want to. As a result, we don’t lose many clients, we keep them, and our customer base has just continued to grow. We must be doing something right.”
Primarily working throughout London, the partnership allows Elite Security to be displayed to thousands of local people on a consistent basis. With the potential to reach national audiences, either through live games or social media, Elite Security have enjoyed positive feedback from existing clients.
“Loads of our customers have said they’ve seen our branding at the London Stadium. We’re getting exposure and we’re still growing. That’s what we’re trying to do, push the brand, and the Business Club is part of trying to get noticed.
“I enjoy seeing our logo at the London Stadium, especially seeing ourselves on the front of the stadium. Twice I’ve seen our logo in the back of West Ham’s Instagram posts! I’m happy with the partnership and looking forward to utilising it more, going forward.”