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
Salford City FC debut 24/25 away kit as Fireball Whisky is revealed as new front-of-shirt sponsor
Danny Jones
Salford City FC has officially revealed its new shirt sponsor for the coming seasons as globally-known North American whisky brand Fireball is set to be splashed on the front of their home and away kits.
While Salford City‘s home kit for the 2024/25 season is still yet to be revealed, the away have now been debuted in line with Fireball Cinnamon Whiskey being announced as the Ammies’ latest commercial collaboration, which is said to be a “first-of-its-kind deal” for both parties.
The multi-year agreement will see the spicy cinnamon-infused whisky liqueur feature as the main sponsor on Salford shirts for the next three seasons as part of a “360-degree partnership”.
Confirming the front-of-shirt deal on Friday, 5 July, the two brands will also team up on “various touchpoints including broadcast and news media, custom social and digital content, in-store, and on-field branding experiences” on and off the pitch.
Salford City is excited to announce a new multi-year sponsorship deal with Fireball Cinnamon Whisky that will see the USA's #1 shot brand become the men's first team front-of-shirt sponsor for the next three seasons 🤝
It’s the Canadian alcohol brand’s first foray into English football and a landmark moment for the Greater Manchester club which has been looking to expand its commercial portfolio and generate more revenue.
This comes since the Class of 92 group and co-owner Peter Lim opened the club to the floor for new investors earlier this year, with the club’s progress having slowed somewhat after they were promoted four times in five seasons following their 2014 takeover.
Fireball will replace nationwide property development and funding company, Salboy – which many Mancs will likely recognise from various bits of construction across the city centre and beyond – who served as Salford’s shirt sponsor for just one season to kick off their first year with Adidas as manufacturers.
The 40-year-old brand can be found in most alcohol aisles in the UK and is shipped all over the world, making the partnership a huge deal for the local outfit, not to mention just the latest in a series of global drinks companies sponsoring clubs – e.g. Ryan Reynolds’ Aviation Gin on Wrexham kits and Red Bull partnering with Leeds United earlier this month.
Commenting on the new kit deal, Salford City CEO and Manchester United legend Nicky Butt said: “We are excited to welcome Fireball as our men’s team front of shirt sponsor for the next three years, and we are really looking forward to working with them.
“Salford has a rich history of being creative and doing things in our way, so when this opportunity to partner with Fireball came about and we saw how they have made an impression on their sector, it resonated with us and the journey we have been on since taking over a decade ago.”
Lorenzo Farronato, Fireball’s European Marketing Director added: “Football is a game all about shots – taking them and making them is what the game is all about. So, as the number one shot brand in the USA, Fireball was inspired to enter the game but knew we needed to do it right.
“Fireball’s partnership with SCFC is a match made in heaven – just like our brand, Salford believes in working hard, playing hard and having a ton of fun every step of the way. We share similarly dedicated fanbases, too, and can’t wait to deliver unexpected moments of mischief and celebration to them all season long.”
Featured Images — Salford City (via X)/m01229 (via Flickr)
Sport
Jude Bellingham given suspended one-match ban and fine for ‘inappropriate’ gesture
Danny Jones
England and Real Madrid star Jude Bellingham has been handed a suspended one-match ban after making a gesture towards the Slovakia fans following the Three Lions’ last-gasp win in the round of 16 of Euro 2024.
Bellingham scored what has already gone down as one of the greatest England goals of all time to equalise against their first knockout opponents of the tournament to put them through to the quarter-final stage.
However, it was his celebrations in the immediate aftermath following the goal that got him into a little bit of trouble, as a small gesture towards his genitals has seen the Madrid midfielder pick up a fine and a one-match ban that he will thankfully he doesn’t have to serve any suspension immediately.
ln case you missed it, this is the moment in question, as reshared by the player himself:
🥱❌- An inside joke gesture towards some close friends who were at the game. Nothing but respect for how that Slovakia team played tonight.🤝🏽 https://t.co/H8sETMkPoi
As you can see, Bellingham shrugged off the gesture as nothing more than an “inside joke towards some friends” who were in attendance inside Gelsenkirchen’s Veltins-Arena and clearly wasn’t willing to indulge any suggestion that he meant any offence despite the crude gesture.
Regardless, UEFA’s ethics and disciplinary body, unfortunately, hasn’t seen it that way; they stated that he violated “the basic rules of decent conduct” with the celebration, being slapped with a €30,000 fine (approximately £25k) and the match ban.
They did go on to explain that the ban is “subject to a probationary period of one year, starting from the date of the present decision”, meaning that it will only have to be served if the 21-year-old re-offends in the next 12 months.
A big relief for England supporters after he helped keep them in the game with his second goal in a competition where Gareth Southgate‘s side has still struggled to really get going.
BREAKING: Jude Bellingham has been given a suspended one-match ban and fined £25,000 for a gesture during England's 2-1 win over Slovakia 🚨 pic.twitter.com/M0fUx8Z0zE
While Bellingham will be available for Saturday’s match against Switzerland, another player received a harsher punishment for his reaction following a goal at this year’s Euros.
Turkey defender Merih Demiral has been handed a straight two-match ban for a politically associated gesture he made during his side’s previous win, doing the wolf salute celebration after the second goal of his brace against Austria.
The gesture is linked to the far-right Grey Wolves extremist group, who are also closely linked with Turkey’s ruling coalition National Movement Party. Bellingham’s behaviour pales in comparison when sized up against potentially inflammatory instances like this.
Meanwhile, back in the England camp, there is another member of the squad who Three Lions fans will be hoping can make an impact in upcoming games – we can only hope.
Danny Jones -
2nd July 2024 
