Paladin Marketing teams up with Huddersfield Town to help the club hit their targets off the field as well as on it

Rapidly growing brand and digital marketing agency, Paladin Marketing, has signed a partnership deal with Huddersfield Town.

Paladin Marketing will be the club’s Commercial Insight Partner for the remainder of this season and next season.

Founded in 2020 by Alisdair Straughan, the Huddersfield-based marketing agency works with a range of business-to-business and direct-to-consumer brands in Huddersfield, Leeds and London.

Key to Paladin’s success has been taking a data-led approach to helping brand owners understand what they need to do to be successful. They do this by measuring the effectiveness of a brand’s marketing before creating campaigns that help them grow incrementally.

Paladin’s strategic partnership with Town will allow the club to present demonstrable value to partners, helping them activate their own partnerships and better understand their return on investment.

Alisdair is no stranger to Huddersfield Town. He was the club’s head of communications for seven years. He left in 2010 and went on to work in sports PR and sponsorship in the UK and Middle East for brands such as Emirates Airlines, Manchester City, Sheffield United, Abu Dhabi Grand Prix and McLaren Automotive

“I’m delighted to come back to the club as a partner,” said Alisdair. “Huddersfield Town is where I cut my teeth professionally and has always been a special place for me. Whilst there’s a big part of my heart in this, commercially it makes sense too.

“Our partnership is about helping other brands that are involved with the club get more from their partnerships by offering insight into their commercial performance.

“Currently, we help businesses of all sizes do this through our ‘brand marketing and measurement’ approach. Simply, we understand what is and isn’t working and then develop marketing strategies and creative ideas to help them reach their goals. With this partnership, we’ll be applying the same principles and experience in the sports sector.”

Town’s head of partnerships and business development, Daniel McGeachie, added: “Data is fundamental to how we approach our partnerships and Paladin will help us measure, analyse and benchmark our commercial activity. We are looking forward to introducing them to our other partners to identify opportunities for them.”