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Lord Russell Baker - Amber Dew Events

2 months ago By Sean Galea-Pace

During the summer, Amber Dew Events took over the naming rights at Lowestoft Town Football Club.

Founder of Amber Dew Events, Lord Russell Baker, has become a big fan of the club this season and has regularly attended games home and away to support his new team. Sean Galea-Pace caught up with the man himself and found out a little more about Amber Dew.

Hi Russ. Nice to see you again, can you tell us a little bit about Amber Dew Events and what it means for Lowestoft Town for the next two seasons?

For the next two seasons, it’s now going to be called the Amber Dew Events Stadium, home of Lowestoft Town Football Club which is a great venture for both organisations. For Lowestoft in terms of cash injection and the extra value in promotion that my company can do which is fantastic and also great for Amber Dew Events because of the hoardings, press releases and everything else so it’s a good combination and a marriage of two organisations.

For people who don’t know, could you tell us what is Amber Dew Events?

Amber Dew Events is a sports promotion and organisation company that puts on events with big stars, primarily from the darts world, PDC, BDO, the legends, the snooker world with the likes of Ronnie O’Sullivan and all the snooker legends. We’re tapping into football now as well with both referees and players from the top-flight and we’ve also got links with team GB in the athletics world so there’s quite a lot going on now and at Amber Dew Events, we’re looking to increase that portfolio over the next years. Hopefully, this venture here at Lowestoft will help build that venture and get success here at Lowestoft.

Why did you feel now was the right time to link up with Lowestoft?
Well, I think it’s an interesting one because Sam Hossack got in touch with me last year about a darts venture so we’ve been speaking since last summer and this year it just seemed right. It just seemed that Lowestoft were opening up doors for more partnerships and more promotion and I felt that now was the time to have a good look at this so getting on board now was perfect.

What is the aim for you and Lowestoft going forward?
I think it’s good for both clubs. If I look at Amber Dew Events, the promotion, the awareness that Amber Dew Events is going to get through this venture is quite large. If we get an FA Trophy run with the cameras here then it’ll be even bigger. But with Lowestoft too with the huge amount of social media that’s been put through and the drive in that direction, there’s a lot of focus and awareness for the club too. I’m beginning to see a change already in the amount in the amount of individuals and organisations that are following, retweeting and liking some social media and Twitter towards the Lowestoft events at football matches so it’s starting to pick up.

You’ve been involved with the club for a couple of months now, how much are you enjoying it so far?
I think it’s a great club. I think it’s a very friendly club, it’s very community aware which is a real drive for me. Everywhere you go people are speaking to you and are happy, cheerful organisation here and it’s an absolute pleasure to be a part of the football club. It’s an honour to be a part of Lowestoft Town Football Club.

Finally, what next for Amber Dew Events? Where do you want to take the company in the next couple of years?
As a company, we’ll drive forward with this promotion and other promotions. We’ll hopefully gain more awareness of Amber Dew, not just in Norfolk and Suffolk but across the UK and even a global spectrum as well so in a few years time, we’ll see where we are. But we’re young, we’re vibrant and we want to achieve. We’ve got good links with the sports people and organisations. The events that we’ve put on so far have been massive so let’s continue with that and see how we go.

Updated 14:09 - 28 Sep 2017 by Sean Galea-Pace

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