The inaugural Football League Awards, held at the Park Lane Hilton on Sunday evening, set out to acknowledge examples of excellence, both on and off the pitch. And the success of Proton's shirt sponsorship of Norwich City Football Club was publicly recognised with presentation of the 'Best Club Sponsorship' award.
Commented Clare Redgrave, Sponsorship Manager for Proton:
"I'm thrilled that our sponsorship has been acknowledged at this level. We have worked hand-in-hand with Norwich City Football Club throughout to maximise every opportunity with the parameters of our sponsorship. This award reflects the effort and enthusiasm of the commercial and management team at Carrow Road, every one of whom has played a part in the success of our sponsorship."
Added Andrew Cullen, Sales and Marketing Director of Norwich City Football Club:
"Sponsorship is far more than putting a badge on the shirt - it's all about understanding what your sponsors are looking for in terms of the overall relationship. And part of that was the work of our Football in the Community team in Malaysia - coaching over 1,000 children in ten different locations across Malaysia. Having that sort of community relationship with our sponsors is something that is very important to the football club."
The Club was short listed in three other categories - 'Community Club of the Year', 'Kit of the Year' and 'Website of the Year' - and received a special commendation in the coveted 'Most Admired Club' category.
The judging panel comprised of representatives from The Football League, FourFourTwo Magazine, senior figures from Football in the Community, The League Managers' Association, The Professional Footballers' Association and Supporters Direct, alongside judges from BBC Radio Five Live, BT, Carling, Connexus, The Daily Telegraph, Fast Web Media, Haymarket Publishing, Saatchi Sports Sponsorship, Sports TV, Ted Baker and Wickes.
Other nominees for the 'Best Club Sponsorship' award amongst the 72 Football League clubs were Gillingham, Leeds United, Nottingham Forest, Stoke City and Walsall.