It’s not too often that a professional sports team partners with a theater organization. At first glance, it may appear that each property draws a different audience and has different marketing priorities.

But the partnerships can be mutually beneficial, as evidenced by Northampton Town FC’s new relationship with Royal & Derngate.

The performing arts organization, which offers drama, music, film, dance and other programming, has signed a two-year partnership with the soccer club that seeks to promote the activities at both organizations.

The partnership builds on a previous relationship between the two organizations. Royal & Derngate in 2017 brought a site-specific production of The Twelfth Player to life at Sixfields Stadium through an interactive, family-friendly performance that told the stories of three generations of Cobbers’ fans and the highs and lows of the past 70 years of Northampton Town’s history.

The multimedia performance took place simultaneously in the real world and on iPod screens.

“Each partner brings a great reputation, an active and growing customer base, and will allow each to access events, games to market and promote up-and-coming activities,” said Caroline Lucy, Northampton Town FC commercial & marketing manager.

The partnership also provides a platform to promote Northamptonshire, a county in the East Midlands of England, she added.

The two organizations kicked off the partnership last week with a “Shrek Take Over Day” at a Northampton Town soccer match in advance of Shrek—The Musical, a production that will debut at Royal & Derngate in March.

“Theatre is much more popular in today’s world with a varying demographic. Football has equally changed with a younger, more family-orientated demographic, so it was clear that there were a lot of common deliverables for each to gain.”

Northampton Town FC joins Royal & Derngate’s Business Club for the next two years, while Royal & Derngate joins the Cobbler’s new “Northampton Means Business” networking club.