The partnership between the shopping centre and West Bromwich Albion will initially run until the end of the season and will see the shopping centre advertised on match days at The Hawthorns to its crowd through both pitch screen and concourse advertising.
New Square features more than 30 big name stores, a wide selection of cafes and restaurants, and a five-screen Odeon Cinema. In November 2018 the centre won a prestigious Birmingham Award for best shopping experience across the West Midlands region. The centre has had a longstanding relationship with local charities, including its current charity partner, the Kaleidoscope Plus Group.
This is the first commercial sponsorship partnership which the centre has established since its opening in 2013.
Centre manager Steve Burr said: “As a shopping centre that prides itself on being part of the local community, teaming up with Albion, our neighbouring football club, felt like a natural partnership. Everyone who’s visited the Hawthorns has experienced what a special place it is, and we’re delighted to be part of that amazing legacy.”
Tomasz Chadwick, partnerships manager at West Bromwich Albion, added: “We’re delighted that New Square Shopping Centre are now a member of our ‘Executive Club’. We have real ambitions to be more proactive in working with businesses in the local community, and New Square provides a perfect one stop shopping and leisure experience in the heart of West Bromwich. We’ll look forward to this partnership for the remainder of this season and hope to strengthen our links in future years."