Through our relationship with businessman Geoff Thompson, chairman of South Shields’ Football Club, we understood he was keen to build a wider profile for the sale the club. He had only really touched the surface with very local press coverage towards the latter part of 2023, using his small in-house resource.

We met to discuss our approach, tactics and messaging – building a national trade, press and broadcast profile. We developed this into a strategic plan of engagement – with objectives, audiences, tactics, timescales and projected outcomes. Our approach was to help raise awareness and create the personal and emotive side of the story around not just the on-field success, but also the extensive community and charity work that had been developed during his tenure.

Geoff Thompson took over the club in 2015, and the club’s success followed as Shields won the Northern League Division Two title with 107 points and the following season it was the most successful season in the club’s history. They won the Northern League, Northern League Cup, Durham Challenge Cup and FA Vase at Wembley. 

Since then the club’s supporter base has grown rapidly with attendance on match days consistently reaching over 2,000 people.


The challenge for Allies Group was to create a PR strategy that would help spread the message to a national and global audience. Initially Allies Group created a list of potential media outlets that would generate the most interest for the club.

The brief was to spread the net as far as possible to attract investors from the UK, Europe and the USA. The owner of South Shields FC wants to leave the club in the very best hands with new owners that have a vision for the club and community. What has been achieved by Hollywood actors Ryan Reynolds and Rob McElhenney at Wrexham in terms of transforming the club, clearly did not go unnoticed.


Within Allies Group we have a vast network of contacts within global media. We conducted an extensive PR outreach campaign to engage with large mainstream and local media outlets to generate a buzz about the sale of the club. 

As a football club of historic significance in North East England, South Shields FC has a legacy and recognition that would be of interest to many media outlets. We leveraged the history and large supporter base of the club to elevate their exposure.


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In just 3 months, our PR outreach campaign has resulted in coverage in The Telegraph, The Mirror, The Sun, fcbusiness, ITV and Sky Sports news. This extensive amount of coverage has created a vast amount of exposure across the UK. The coverage across these outlets has consisted of 164,000 estimated views and a 70.8 million audience. In addition we helped curate and create a powerful longer form video that generated significant social media engagement. While our focus now turns to an overseas media audience.

It would have been impossible to get the kind of traction Allies Group provided us in the time they achieved it. Their PR team is hugely talented, amazingly well connected and delivers positive PR opportunities very effectively.

Geoff Thompson

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