Gary Jackson still remembers his first Leeds United game – the roar of the crowd, the scent of the pitch, and the unshakeable pride of being part of something bigger. Decades later, that same passion fuels his role as CEO of Aliter Consulting. What began as a childhood obsession has now come full circle as Aliter Consulting becomes an official Gold Business Partner of Leeds United for the 2025/2026 season.

This isn’t just about sponsorship. It’s a heartfelt alignment between a visionary business and a historic football club, united by shared values, fierce determination, and a belief in the power of community.

What Happens When Culture and Commitment Collide?

While some partnerships are forged in boardrooms, this one was born in the stands. Gary’s lifelong support for Leeds has shaped the culture at Aliter – bold, focused, and unapologetically ambitious. Aligning with the club is more than brand synergy; it’s a statement of intent.

At its core, this partnership reflects a modern business ethos – one where emotional investment meets strategic growth. Aliter’s journey, much like Leeds United’s, is defined by resilience, innovation and a relentless pursuit of excellence.

Bridging Business with Belief

In an era when partnerships often feel transactional, Aliter Consulting’s collaboration with Leeds United stands apart. As a Gold Business Partner, Aliter will be featured in matchday programmes, pitch-side digital displays, and across hospitality lounges at Elland Road. It’s a visible presence, but the significance runs deeper.

For clients and fellow business leaders, this partnership sends a message: alignment matters. When a consultancy known for solving complex problems across SAP and business transformation throws its support behind a storied football club, it says something about belief – in the local community, in high performance, and in building something meaningful.

More Than a Logo

This isn’t just a logo on a screen. It’s about momentum. Aliter Consulting plans to amplify the partnership with a focused media campaign, celebrating shared achievements and spotlighting innovation within both organisations.

Gary Jackson, CEO of Aliter Consulting, shared:

“Partnering with Leeds United is more than a business move for us – it’s deeply personal. Although we’ve had our ups and downs, as a lifelong supporter I’ve always admired the club’s tenacity and commitment to its fans. At Aliter, we carry that same spirit into our work with clients – tackling challenges head-on and pushing for extraordinary outcomes. This partnership is a proud moment for our entire team.”

Three Ways This Partnership Inspires Forward-Thinking Businesses

Lead with Authenticity
True connection begins with authenticity. This partnership showcases how shared values can translate into commercial impact.

Invest in Visibility That Resonates
Aliter’s presence at Elland Road isn’t just exposure – it’s alignment with a fan base and community that values resilience and ambition.

Leverage Emotional Equity
People remember stories more than slogans. By aligning personal passion with professional positioning, Aliter creates a memorable narrative.

Where Passion and Progress Meet

From the consultancy boardroom to the Elland Road terraces, this partnership is a celebration of ambition, integrity and shared dreams. Aliter Consulting’s collaboration with Leeds United is more than a seasonal headline – it’s a strategic step in a journey powered by purpose.

As the 2025/2026 season approaches, Aliter stands proudly beside Leeds United – not just as a sponsor, but as a believer.