When you invest in shirt sponsorship, raising awareness and increasing revenues are high up the list of priorities.
For companies based beyond British borders, who they sponsor comes down to affordability or profile more than anything else.
But that’s not been the case for LETOU, the new sponsor of Swansea City, who announced their partnership with the Premier League club in the summer.
CEO Paul Fox may hail from Glasgow, but with family in Wales, he was determined that if the opportunity arose, Swansea would be his preferred partner of choice.
LETOU are based in the Philippines and run a global online gaming platform but for Fox, focusing on helping local communities is key.
Instead of handing their corporate tickets to fat cats and the prawn sandwich brigade, they have donated their entire allocation to two local charities.
They have launched a campaign called ‘LETOU Goals for Good' to support the charities and help them provide experiences for the disadvantaged who might not otherwise get the opportunity and to help them raise vital funds.
Fox said: “It would be easy as an Asian-facing gaming company to sign the cheque and build awareness purely through branding.
“When the opportunity arose to work with Swansea City, it was really important to me that LETOU used our partnership to give back to the community as much as possible.
“We have given our corporate hospitality box to Shelter Cymru and have taken our entire season ticket allowance and given it to Disability Sport Wales in the disabled section at the Liberty Stadium.
“I am confident that the ‘LETOU Goals for Good’ campaign we are launching will make a difference and I’m looking forward to seeing how our support helps the charities with their fundraising, their engagement and supporting those who are less fortunate.”
Swans Chief Operating Officer Chris Pearlman expressed his delight at the LETOU deal.
“We were drawn to LETOU because of their drive to support local charities in Swansea, even though they are based thousands of miles away.
“Their commitment to the local community in south west Wales really captured our imagination. We are looking forward to working with them through their ‘LETOU Goals for Good’ programme over the season to make a real difference and give something back through their support.”
Jon Morgan, Executive Director of Disability Sport Wales, said: “We are delighted that LETOU has made this fantastic gesture to provide opportunities for community clubs to support the Swans.
“Recognising the value and role of local clubs is hugely important and this opportunity will bring so much pleasure to so many participants and volunteers.
“It is not every day that a shirt sponsor makes such a generous offer, but it is a credit to LETOU that despite being a global company, they are focused on supporting the local community.”
It was a view shared by Kerys Sheppard, Head of Fundraising at Shelter Cymru, who added: “Our fundraised income is vital. Every penny raised in Wales is spent in Wales and the generosity of our supporters – be they campaigners, volunteers or donors – means we can be there for people when they need us most, both now and in the future.
“No one should face homelessness alone. Shelter Cymru established itself here in Swansea over 35 years ago and our head office remains here. We are thrilled that LETOU has chosen us to benefit from their new sponsorship with Swansea City and, of course, we have our fingers firmly crossed for the Swans next season.”
Find out more at www.letou.com