SafetyCulture teams up with Brentford Football Club to bring innovative tech to English Premier League operations

We’re delighted to join forces as an official Workplace Operations Partner of Brentford Football Club

We’ve scored a new partnership as official sponsors of Brentford Football Club! We’ll be supporting the London-based club and their operations team on their journey as a newly promoted club in the English Premier League, the highest tier of English football. 

SafetyCulture CEO and Founder, Luke Anear, says:

“SafetyCulture is constantly seeking out new ways to take high-performing teams to the next level. Brentford has a long-standing reputation for innovation and this commitment will no doubt see them make waves in the English Premier League. We’re excited to back the players on their journey, but also support the operations team as they bring the fan experience to life for thousands of supporters around the world.” 

The SafetyCulture brand will be coming to the club’s new home at Brentford Community Stadium as part of the sponsorship – with our logo featuring not only on the sleeve of the team’s official 2021 kit, but also throughout the stadium grounds and its virtual equivalent on FIFA 22.    

A lot happens off the pitch… 

The world of English Football is fast-paced, ever-changing, and logistically complex. Getting match-ready demands a lot more than just football training, and the Brentford team will be leveraging SafetyCulture’s operations platform to bring a new, innovative approach to the day-to-day running of club activities. 

From training ground checks to hospitality, security and staff training, we’ll be a key part of keeping Brentford operations running safely and smoothly. Completing essential checks and making sure staff are confidently trained is essential to keep players, fans, and staff safe – while delivering a second-to-none match day experience. 

James Parkinson, Commercial Director at Brentford Football Club, said: “From our early conversations it became clear the Bees and SafetyCulture share a passion for data, technology and innovation. We look forward to integrating their iAuditor and EdApp products throughout a variety of our business areas to improve safety, quality and training. SafetyCulture will undoubtedly be a valuable partner during our first season in the Premier League.”

The Brentford club has a long-standing reputation for innovation and knows the value of tapping into its own data, with club owner Matthew Benham turning to unique models, statistical trends and data to push boundaries and bring the team to success in a hugely competitive arena. 

Combined with it’s creative recruitment policy and a brand DNA focused on ambition, confidence and doing things differently, Brentford has a culture that aligns strongly with the SafetyCulture vision: making for a natural partnership.    

Keep an eye on the ball

The Brentford FC team, widely known as “the Bees”, will kick off pre-season friendlies in their newly-branded SafetyCulture kit against Wimbledon on Saturday, 17th July, with the Premier League beginning at home for the Bees on 13th August against Arsenal. In the meantime, the SafetyCulture team will be working hard behind the scenes to get our tools, iAuditor and EdApp, into the hands of those behind the team’s growing success. Watch for updates!

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