In another big step forward for non-league Altrincham FC, local electric retailer AO has been unveiled as their new front-of-shirt sponsor.
As the Greater Manchester club continues in its bid to become a bigger sporting entity and one of the fastest-growing football teams in the region, AO being announced as the new official sponsor of Altrincham FC kits for the upcoming season onwards is a big step.
The Bolton-based brand is recognisable throughout the UK and lends its name to Manchester’s iconic arena, so to get them on the front of their 24/25 strip is a landmark moment for the resurgent side, who will debut the new look this weekend.
Confirming the announcement via social media on Tuesday, 2 July, the club confirmed that AO will replace the J. Davidson logo after 13 years, though the Alty scrap company will remain as the club’s long-serving stadium sponsor.
🚨 𝗡𝗲𝘄 𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽 🚨
We are delighted to announce @ao as our main shirt sponsor ahead of the 2024/25 season 👍
Being splashed front and centre on the new Altrincham FC strips also marks AO’s fourth North West sponsorship alongside the self-titled AO Arena, this year’s Netball Super League Grand Finalists Manchester Thunder, Bolton Lads and Girls Club as well as Lancashire County Cricket Club.
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The partnership will see the distinctive AO smile logo feature on the front of the National League team’s home and away shirts as part of a multi-year agreement.
Alty’s new home shirt will be debuted in their pre-season fixture against Colne this Saturday, 6 July and the away version is set to be worn for the first time next week.
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However, the club have now given their fans a first glimpse at the latter:
The new shirt sponsor also comes not long after they received sizeable investment for a club of their size as a number of local individuals and organisations decided to back The Robins.
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Last season was one of the most successful in the club’s history, reaching the playoffs and falling just two games shy of securing promotion to the EFL for the first time ever, ultimately missing out in the semi-finals to League Two debutants, Bromley FC.
It’s an exciting time for the town and their football club.
Sam Mackenzie, Chief Executive at Altrincham FC, said: “We’re thrilled to partner with such a dynamic and thriving company as AO. Their values and outlook align closely with ours, making this partnership a perfect fit.
“The longevity and commitment from both sides in this partnership will mirror the successful ongoing relationship we have with J. Davidson. We deeply appreciate J. Davidson’s invaluable contribution and thank them for their continued support as we enter this exciting new partnership.
“The AO partnership is a significant development for the club, particularly in terms of the activation and outreach it will bring. As a national brand with a strong presence, AO will help us grow. Their culture is something I hugely admire – their team have been wonderful to deal with and work alongside.”
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As for AO, Group Marketing Director Vicky Monky expressed a palpable buzz about teaming up with the club during such an “exciting time in their history” as they continue to consolidate as a full-time professional outfit. It’s not the only eye-catching collaboration they’ve announced recently either.
Featured Images — AO (supplied)/Michael Ripley (via Flickr)
Sport
Pep Guardiola apologises for ’embarrassing’ camera operator confrontation
Danny Jones
Manchester City manager Pep Guardiola has apologised after confronting a cameraman following the Premier League fixture against Newcastle United this past weekend.
The Blues boss was left visibly frustrated as Man City were beaten 2-1 away at St James’ Park by Eddie Howe’s side following a flurry of three finishes in the space of just six minutes.
However, this wasn’t the only action pitchside during the game, as not only have some supporters argued they should have had a penalty as Phil Foden was brought down in the box, Pep was also seen engaging in a loaded exchange with opposition captain Bruno Guimarães, as well as a camera operator.
Guardiola has since apologised for the incident, confessing he was left “embarrassed” by his own conduct and admitting that even “after 1,000 games, I’m not a perfect person – I make huge mistakes.”
As you can see, the Catalan coach approached the member of the broadcasting team following a fairly widespread spat both during the second Newcastle goal and following the full-time whistle.
Despite journalists recognising a natural amount of frustration and passion amidst the narrow loss and speculation over decisions, he went so far as to say he wasn’t “ashamed” of his actions at the time and doesn’t like or condone this kind of behaviour.
He was also seen smacking his seat in the dugout after conceding as well as after missed chances by his own players.
Pep assured that he apologised to the cameraman within seconds, remarking, “I am who I am” and reminding football fans that he is a human capable of acting on instinct just like anyone else.
He also clarified that the bulk of his issues on the day were to do with the officiating, taking umbrage with the referee’s decision-making in multiple instances.
You can see the clip down below:
"I feel embarrassed and ashamed when I see it"
Pep Guardiola apologises for his behaviour towards a camera operator after the defeat at Newcastle. pic.twitter.com/wVYfJDbnLm
As for his conversation with Guimarães, he wouldn’t disclose any details of their conversation, but did insist to one reporter that they share a good relationship, confessing that he is “an emotional guy” and can often appear particularly animated as he is known for gesticulating.
It seems that the 54-year-old was just annoyed over the potential penalty, but match-winner Harvey Barnes’ brace in particular, too.
Not only were there questions of a foul on new goalkeeper Gianluigi Donnarumma – whose shot-stopping was otherwise excellent for the majority of the match – but Guimarães was supposedly offside in the build-up to the strike.
Regardless, Pep went on to add that the confrontation with the cameraman, Donnarumma’s booking for dissent, and general disappointment have been “immediately forgotten”, and all eyes are now focused on City’s big European meeting with Bayern Leverkusen.
You can see the highlights from Newcastle vs Man City down below.
Scott Carson reveals important behind-the-scenes role at Manchester City
Danny Jones
Recently retired goalkeeper Scott Carson has revealed the unsung but important role he had behind the scenes during his time at Manchester City.
The 40-year-old ex-pro called time on his playing career after more than two decades and six years in sky blue, having made just two appearances for the club during a period in which they won 11 trophies.
Carson officially hung up his gloves on 23 October 2025, following his contract expiration, and since then has found himself carrying out a number of interviews, including one with Fozcast, hosted by another fellow shotstopper who spent time in Manchester, Ben Foster.
While lots of people have joked that he did very little to earn the flurry of medals so late in his career, or at the very least theorised as to what he actually did behind the scenes, he’s now been more open than ever about the largely sidelined spell.
🗣️ "When people had to be serious, they were serious"
Scott Carson reveals what it was like working under Pep Guardiola at Manchester City. pic.twitter.com/HZGjVkrso0
Sitting down with Sky Sports, the Cumbrian keeper confirmed that initially it was, indeed, just a case of serving as not even as a rotation option but a back-up third choice.
Nevertheless, he’s an experienced veteran with 11 different teams on his CV, including Leeds United, Liverpool and Sheffield Wednesday – though only a handful of games for each – as well as half a century of appearances at Wigan Athletic before his longest stints at the likes of West Brom and Derby County.
While this job usually involves purely training, helping keep other players sharp, he says that after settling into the Etihad Campus a little more, he found himself performing a much more influential, albeit largely unsung, role in the background.
Getting validation from manager Pep Guardiola that the side “needed more of that”, he essentially ended up providing valuable seniority and motivation amongst the group, despite only playing a couple of times.
Bidding farewell to the Whitehaven-born cult hero, the club wrote: “During his time at City, Carson has been praised by goalkeeping coach Xabi Mancisidor and peers Ederson and Stefan Ortega Moreno for his work ethic and the effect of his positive attitude amongst the group.”
Speaking about Guardiola specifically, he hailed the Catalan coach for having overhauled modern football in this country, as well as giving him the secondary task of supporting his teammates, be it via boosting morale and ‘picking up’ those left frustrated by matchday selection.
As well as noting his widely publicised detail-oriented nature, he also made a point of recognising that Pep himself was “evolving each season”, whether or not everyone else saw it.
In short, he said he has helped improve the quality of the Premier League and, more specifically, that he helped redefine what a goalkeeper can be in the division.
You can watch the rest of the interview in full down below.
Danny Jones -
2nd July 2024 
