As we entered an exciting new era, Cash Converters were the first of a new age of brands to come on board, showing full commitment to become our Principal Partner, and it's a partnership that makes sense from the ground up.
Cash Converters are the UK's leading seller of pre-loved items and one of the country's largest pawnbrokers. Through a network of more than 190 stores and their online platforms, they help people buy, sell and unlock the value of pre-owned items. But it's the everyday, on-the-doorstep nature of what they do that they're keenest to stress. As CEO of Cash Converters UK, Carl Murray puts it,
"At our heart, we're a community business, providing accessible, local services while supporting the communities we're part of." With over 50 of those stores across Greater London, they already have a strong presence in the same communities we represent.
For us, representing those communities goes far beyond matchday. Through the London Broncos Foundation, we work to grow community rugby league across London and the South-East, supporting community clubs, the Boys' Talent Pathway and the Smartway Pharmaceuticals Girls' Talent Pathway, London Broncos Women and schools' activity. The Foundation exists to deliver fantastic sporting experiences, pathways to excel, and opportunities to improve health, lifestyle and skills, driving the physical and mental benefits of sport and supporting social cohesion in our community.
That commitment to local people is shared by Cash Converters, with the same ambitions around growth, resilience and inclusivity, which brings both brands together in a natural fit.
"The London Broncos embody many of the values that matter to us: resilience, ambition and community," CEO Carl Murray said. "They're entering a new chapter with fresh leadership and a clear vision for growth, and we're excited to be part of that journey." It's a relationship built on more than just a logo on a shirt. Having backed sport in the UK for many years, and rugby league in particular, the partnership gives them the chance to connect with fans, support local initiatives and help grow the game across Greater London.
That commitment to giving back is something supporters see first-hand on matchday. Every game, Cash Converters give away up to £250 in vouchers through the Half-Time Challenge, putting money straight back into the pockets of the fans and the community that make our game what it is. It's a way of empowering the London Broncos community and rewarding the supporters who turn up week in, week out. Each game also sees us crown the Cash Converters Moment of the Match, picking out the standout piece of action and sharing it with supporters across our channels. It's a testament again to showcasing the best moment on the pitch, bringing fans closer to the game and growing the sport across London.
It's been a great start to the partnership. As Cash Converters staff directors and owners were on hand to witness one of the biggest nights of the season so far, our then-record 106-18 win over the Crusaders, and the scale of it clearly left a mark.
"Watching the Broncos put on such a dominant performance in a record-scoring game made for a fantastic evening," CEO Carl Murray said.
"It was great to see the new kit and stadium branding on display, and we really appreciated the warm welcome from Reagan Campbell-Gillard and Dean Hawkins, as well as hearing from Head Coach Jason Demetriou about the winning culture he's building at the club. It felt like the perfect way to kick off the partnership, and it left everyone excited for what promises to be a great season together."
Cash Converters have made it clear from the outset they aren't here to sit quietly on a banner. In CEO Carl Murray's words, they're
"invested in the club, its fans and the communities it represents," and they want to play an active role in supporting our growth, creating opportunities for supporters and making a positive impact both on and off the field. That's what turns a partnership into something special.
Two organisations rooted in their communities, chasing the same goals, and committed to making a positive impact across the capital. That's what makes the partnership between the club and Cash Converters, More Than a Logo.
