Scheme steps in to save finals day and support clubs

The South East Region Youth FA (SERYFA) stages a seven-game series of finals, traditionally at Dunbar's Hallhill complex, at the end of each campaign, with the trophy at each age group now to be named the SPORTSassist South East Region Cup.

Harry Smith, Treasurer of the under-15 to under-19 section of the Lothian Buses South East Region Youth Football Leagues, was instrumental alongside fellow SERYFA representative Ian Richardson in brokering the deal with local businessmen Tom Wilson, of Rothco Independent Mortgage Services, and David Borrowman, of law firm Caesar and Howie, who are the brains behind the SPORTSassist scheme.

Smith said: "This justifies all the hard work done by guys like (youth league secretary] Allan Archibald, who is really an unsung hero. If you really see the work that guy goes, it's incredible. He's doing more than one man's full-time work as a volunteer. I would also like to go on record to thank Ian Richardson for his efforts in this, because without his initiative I do not believe that this deal would have been possible."

SPORTSassist is the charitable umbrella of a host of companies offering a range of professional services. Sports clubs can sign up to become members of the scheme and, upon using a registered service, can gain financial reward for their custom.

The new sponsorship deal will see SPORTSassist fund the considerable cost of medals and trophies for all the regional showpieces, as well as helping to fund the mountainous level of administration behind staging the games.

It's a welcome boost for SERYFA after City Financial discontinued its support of the cup competitions last year. "In days when we're all very aware that parents support their children a lot and still pay to turn up at cup finals, we, as an association, don't want to be seen to be putting admission prices up," said Smith.

"This sponsorship deal is a big assistance in keeping costs down. Boys playing for clubs have monthly subs to pay because of the huge overheads that clubs have in hiring parks, facilities and kitting boys out. When it comes to cup final time, it's very often the same people coming along to all the games, and we want to make it an enjoyable, affordable event for all the family."

For Tom Wilson of SPORTSassist, the partnership represents significantly more than just the opportunity to publicise his business. Having been behind football sponsorship at senior level before, he recognises the advantage of long-term involvement with clubs.

He said: "I've been involved for over ten years with this type of initiative, and with some degree of success. It started with Gretna FC, pre-Brooks Mileson, then Annan Athletic, and it was always something that would allow for a long-term opportunity for local communities. We have a passion for sport and a leaning towards making money for clubs.

"The thing that I stress the most is the long-term aspect. To become a known face in the area would be great, where people know who you are and what you're doing."

The scheme already boasts a large client base in the Lothians, with local members representing various sports, including baseball, ice hockey, cricket, rugby, field hockey, football, golf, volleyball, athletics, swimming, angling, and tennis.

"Put simply, there's the opportunity for me to meet people to talk about a range of financial services," said Wilson. "We come at this in quite a strong position, because we're not desperate for clubs (to sign up to SPORTSassist].

"All I'm asking people to do is to view us as the preferred broker, to speak to us first. We can access a wide range of advice from a number of companies for them.

"In our sponsorship of Bonnyrigg Rose, all we ask is to speak to ten people from the club - they're under no obligation to give us business - and we'll give them 400 or a set of new strips."

For more information on how your club can become involved, visit www.sportsassist.org.uk