Interactive map: Meet the small businesses powering the English Football League

Football is so much more than the 90 minutes you see on the pitch.

Beyond the drama you see on TV, there’s a much deeper story that demonstrates the real heartbeat of the English Football League.

Whether it’s the pre-game pub, the local café serving breakfast on matcha morning, or the local trades working in clubs week after week, small businesses have always been part of the match day experience. For as long as the football league has existed, they’ve been woven into the fabric of the EFL communities, sitting behind the magic of the matches fans tune into every week.

For over 40 years, Sage has been backing so many of these small businesses and now, through our partnership, we’re shining a spotlight on the people and businesses at the centre of each

Here’s what we discuss:

Who are the heroes of the EFL?

At the start of our EFL partnership, we invited millions of fans to nominate businesses at the heart of their community—with the chance to win sponsorship of their local club.

The response was incredible. Thousands of entries filled with stories of resilience, generosity, and creativity. They confirmed what we already knew, which is just how deeply local businesses, clubs, and fans are connected.

We’ve developed an interactive map of the UK that showcases some of these amazing stories and dubbed the businesses involved as Heroes of the EFL. Every supporter has their own heroes. All we want to do is tell their stories.

From plumbers offering free call-outs on match day to party organisers hosting end-of-season celebrations, these heroes will see their names in lights at stadiums, in press, and across social this season.

They’ll also receive free Sage software and tickets to their home club, and our top three winners have bagged themselves bespoke club sponsorships at Leicester, Bradford and Gillingham. 

Chris’s Fish & Chips’ story: Leicester City

Chris’s Fish & Chips has been serving up hearty meals and even heartier football support across Barwell and Leicester since day one.

Backing over six teams through sponsorship, the business runs inclusive football days, coaches youth sides, referees matches, and leads veterans’ teams that bring older players together through the beautiful game.

Its owner is Football Association (FA)-trained and passionate about mental health in sport, creating a football charity that offers buddy schemes, talking therapies, and safe spaces for connection.

Whether it’s kits, coaching or post-match meals, Chris’s Fish & Chips is proud to be part of something bigger than football.

Prime Time Plumbing’s story: Bradford City

Prime Time Plumbing is a reliable plumbing and heating service provider, based across West Yorkshire.

But beyond its core business, the team is committed to the community, sponsoring the local grassroots team, Soothill FC.

Prime Time Plumbing believes that quality service and community investment go hand-in-hand. It doesn’t just work to keep homes comfortable. It’s actively supporting the next generation through sport, creating new opportunities in the region.

Monarch Mortgages’ story: Gillingham

Based in Gillingham, Monarch Mortgages has been helping people secure their dream homes since 2020.

Beyond this, the business has been proudly backing grassroots football every step of the way. Whether it’s sponsoring youth teams with kits, training support, or hosting regular fundraising events, it’s built strong ties with the local football community.

From their financial literacy workshops to match day activities, Monarch Mortgages is helping fans thrive both on and off the pitch.

How do I use Sage’s interactive EFL Map?

Dive into the interactive map: pick your favourite club, explore your region, or zoom in on a story that sparks your interest.

Browse stories using the sidebar to handpick your location or click on a dot to open a story, picture, or video and read or watch more about the inspiring stories behind the EFL.

But the ambition for this map isn’t just for searching your own local heroes.

Visiting a new town on an awayday? Why not use Sage’s interactive map to seek out the top pre-match pub to visit on your way to the stadium. Scroll around the map to find the best businesses with the best stories.

Click onto each pin on the map and you’ll discover the businesses that share your passion and support the beautiful game.

Every pin on the map shows a new location, but it’s also so much more. You can see the bond between EFL clubs, businesses, towns, and the wider football community that unites them.

Sage’s interactive EFL map tells a story of pride and passion, a living archive of the community heartbeat that keeps football alive.

As new stories are added and local heroes of the EFL continue to emerge, the map will grow and evolve into a lasting tribute to the people and places that define what the EFL truly stands for: unity, resilience, and ultimately, a shared love of football.