Three-year research partnership between Foundation of Light and MMC

Sunderland market research company, MMC has become the official Research Partner of Foundation of Light, Sunderland AFC’s official charity, after signing a three-year partnership deal.

Founded in 2015, MMC has grown to become a highly reputable research and marketing agency and one that is known for high quality, transforming work.

The award-winning agency will conduct consumer and stakeholder research on behalf of Foundation of Light to support with the refresh and revitalisation of the Foundation’s marketing and community fundraising strategies.

Over the next three years, MMC will conduct research at regular intervals including an annual survey to measure engagement with Sunderland AFC fans, alongside annual stakeholder survey and focus groups.

Each element of research will fuse both quantitative (field work and online surveys) as well as in-depth interviews with research themes built around the Foundation’s core objective of driving fan and stakeholder engagement.

Natasha McDonough FCIM, MMC’s Managing Director said, “now, more than ever, the work that Foundation of Light does for communities is critical. To be playing a small part in helping to transform lives means the world to myself and the MMC team.

“Foundation of Light is one of our chosen charities and it is a very meaningful pro-bono project for us. I know that we will reveal insights that will help shape the next few years, which will in turn not just improve the Foundation’s community engagement but also create campaign ideas to raise important funds for this incredible charity.”

Sophie Ashcroft, Foundation of Light’s Head of Marketing and Communications said: “We are delighted to have partnered with Natasha and her team at MMC. Natasha has been a long-standing supporter of our work and this exciting partnership comes at a critical time for us.

“The impact of COVID-19 has been felt in all walks of life, throughout the region. As a charity at the heart of our communities in Sunderland, South Tyneside and County Durham we are working incredibly hard to support some of the most vulnerable people in our region, at a time when some aspects of our funding is under threat.

“Our partnership work with MMC is set to refresh and strengthen our marketing and community fundraising strategies at a critical time for us as a charity and for those we are here to help.”

The Foundation of Light uses the power of football to support tens of thousands of people across Sunderland, South Tyneside and County Durham, tackling some of the region’s biggest challenges including unemployment, anti-social behaviour, obesity and poor mental health.

Based at the award-winning Beacon of Light, a unique and state-of-the-art community hub in Sunderland, last year the Foundation was recognised as the best community football foundation outside of the Premier League.

To find out more about the Foundation of Light visit www.foundationoflight.co.uk