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.
While this new venture is focused on youth football, it’s their second in the United States after New York City FC and could help create new pro pathways into the sport at a grassroots level.
Introducing CFG franchise number 13: Man City North Texas FC.
As per an official statement on their website, “Man City North Texas FC delivers youth soccer programs for boys and girls aged 8–19, led by Manchester City coaches and built on the same coaching methodology developed within the Club.
“Every session is designed to help players become better soccer players, technically, tactically, and mentally, through modern, enjoyable training that builds confidence on and off the pitch.”
Basically serving as another academy setup across the pond, North Texas FC will no doubt help not only develop and create opportunities for aspiring young footballers over in the US, but likely serve as yet another feeder programme/outlet for tapping up the latest American talents.
We’ve already seen fairly recently examples such as ex-players Jack Harrison and Zack Steffen coming through the likes of New York and remaining on City’s wider books and either making the move over for a taste of first-team football or being loaned out to other teams.
Even if they ultimately go on to be sold, the aim is to help nurture youngsters and promise three main takeaways: an “authentic Manchester City methodology”, delivered by actual MCFC coaches, and a clear development pathway.
CITYCOACH gives coaches around the world access to the Manchester City methodology – sharing the knowledge, practices, and philosophy that shape how we develop players at every level ⚽️
This most recent ‘youth soccer club’ is just the latest in a long line of fresh Manchester City Football Programs created over the past decade or so, with coaching now being provided to children of all ages across a total of 38 cities in 14 countries.
At present, more than 40,000 kids are estimated to participate in these schemes every year, and thanks to Man City North Texas FC, that number is set to climb even further.
So, if you or someone you know happens to be based in or near the ‘Mean Green’ sporting hub of the ‘Lone Star State’, you can register interest HERE.
Meanwhile, in news closer to home, there are plenty of other big developments happening over at the Etihad Campus. Find out more down below.
The Premier League is keeping its crucial cap on away game ticket prices – for now
Danny Jones
The Premier League has announced it is extending its crucial price cap for away games, as the general cost of match tickets continues to creep up all over the country.
Most season card holders, be they here in Greater Manchester or elsewhere, are likely looking at their annual spending going up simply, so steps like these are key in keeping first division football as affordable as possible.
And that’s just the ongoing cost of living, let alone the clubs that are continuing the trend of charging more each year and, unfortunately, even pricing some supporters out entirely.
With that in mind, the news of England’s top-flight sides voting unanimously to keep the £30 cap intact for at least another two years comes as relief to those who spend most of the year putting their hard-earned cash towards following their team home and away.
BREAKING: The Premier League extend £30 cap on away tickets for another two seasons 🚨 pic.twitter.com/L336aZwmn3
Now confirmed to remain in place until the end of the 2027/28 campaign, travelling fans obviously still spend plenty of money on transport and so on every year, but at least they don’t have to worry about rising general admissions.
At least not for the time being…
Writing in a statement, the Premier League said: “Away fans help create the incredible atmosphere Premier League matches are renowned for. Since the cap’s implementation in 2016, it has contributed to attendance at away games increasing from 82% to 91%.”
They also acknowledged the significant and regular funds that supporters still spend on these trips, with plenty of people online also praising the Football Supporters’ Association (FSA), which helped spearhead the campaign over a decade ago.
With so many other obstacles still getting in the way of fans making it to games either at their usual stadium or on an away day – not least of all the constant and increasingly frustrating rescheduling of fixtures – it’s good to see this isn’t an area the Prem are trying to target.
As always, the multi-billion-pound business can always seek out other, newer money spinners, and we’re absolutley certain they will. For instance, there’s at least one happening over in Spain that we’d happily see carried over here.
Following the news, this now means that fans will ultimately have enjoyed 12 back-to-back seasons of the benefit, and long may it continue.
Nevertheless, the biggest barrier for people to watch the beautiful game at its highest level in the UK remains the cost of standard tickets.
The likes of Manchester United, Arsenal, Leeds and more have already let matchgoers know that their season ticket prices will be going up, and the likes of Man City have already seen backlash for increasing rates amid the expansion of the Etihad Campus.
Danny Jones -
2nd July 2024 
