MHS: it’s not about regulation

I have read with interest the letters about our sponsorship of Gillingham FC. Cy Powell asks if our ability to sponsor a football club had anything to do with our non-registered status and freedom from the hand of the regulator (11 June, page 28).

When we first considered sponsoring the club, I realised it might cause some controversy. So I spoke to opinion-formers in Medway and leading members of the housing sector to get their views.

I asked whether there was anything to stop a registered social landlord sponsoring a football club. I was assured that it could if, like us, it felt the sponsorship fitted its PR strategy and the price paid was appropriate.

It has been suggested to me that RSLs might shy away from such a high-profile venture simply to avoid the attention of their regulator. If this is the case, RSLs could be missing an opportunity.

Towards the end of the season we will be evaluating the benefit of club sponsorship and whether our PR objectives have been met. We will be happy to share that experience with RSL colleagues.