Salford City FC have announced a former Manchester United financial partner and well-known shirt sponsor as their latest commercial partner.
The local League Two, helmed by the consortium consisting of ex-Man United players most commonly known as the ‘Class of ’92’, now share even more in common with the Red Devils beyond just the colour of their shirt and some old personnel.
However, the Greater Manchester side has struggled to progress in recent years, so the owners have continued to look to generate further revenue when it comes to the business off the pitch; cue the return of a familiar logo and, arguably, one of the most recognisable sponsors to ever feature on a footy kit.
While it may not be featuring pride of place on the front of their shirt – that position still belongs to Fireball Whisky following their July 2024 deal – as it once did for Manchester United, Salford City have welcomed the American International Group (AIG) as a new minority equity investor.
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Announcing the collaboration on social media, the ambitious Ammies wrote: “AIG’s investment in the Club is a powerful endorsement of the model we’re building, aligning world-class partners with a football-first vision grounded in ambition and long-term commitment.
“Together, we’re accelerating Salford’s next chapter and laying the foundation for lasting success, on and off the pitch.” AIG were paired up with MUFC from the 2006/07 campaign to the end of the 2009/10.
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AIG are the first Fortune 500 company to back a League Two outfit in EFL history.
Beyond already being a multi-national insurance group, they were famously partnered with one of the most decorated Man United teams of all-time and therefore share part of the visual legacy by serving as the front-of-shirt sponsor for one of the most iconic shirts of all time.
We’re of course referring to the 2007 home jersey, which was worn by the likes of Wayne Rooney, Cristiano Ronaldo, Carlos Tevez, Paul Scholes and more as they won the 2008 UEFA Champions League final, before the kit was kept for 08/09 as well.
Of course, the firm itself is no stranger to sporting crossovers; as well as sponsoring Manchester United at the peak of their powers, they also sponsor the likes of the Ladies Gaelic Football Association, the AIG Women’s Open and lots more golf in Ireland.
Speaking on the new deal, SCFC co-chair Declan Kelly, added: “Partnering with AIG, a world-class organisation under the outstanding vision and leadership of Chairman and CEO Peter Zaffino, represents another major step forward in the evolution of Salford City FC.
“It proves what’s possible when global investment aligns with a football-first approach. AIG is committed to helping Salford achieve its vision of becoming the best small club in the world, and their investment, both financially and strategically, will help accelerate our next phase of progress.”
With Salford having called for new investors in February 2024, this is the kind of backing they were no doubt hoping for, with AIG also expected to help fund key upgrades to the Peninsula Stadium and more.
As for on the pitch, there’s been plenty of movement in the transfer market already this summer window, with the return of a highly-rated young goalkeeper being one that has delighted fans in particular.
Featured Images — Salford City (via club website/via X)
Sport
A documentary about Manchester’s famous homeless charity run has just dropped on YouTube
Danny Jones
An award-winning, short, and completely free documentary about Manchester’s famous annual homeless charity run is now available to watch in its entirety on YouTube.
Following a number of short snippets and teasers shared on social media over the last few months, the mini-doc by local moviemaker Gigi Shum was finally released on the streaming platform this past June.
Documenting not only the backstory of the inspiring Manchester 24 Hour Run Against Homelessness – now a much-loved annual tradition that has since spread to multiple other locations – it also gives a peek behind the curtain at those who organise it and the thousands of inspirational participants.
You can watch one of the most recent trailers here.
Capturing the sixth edition of the consecutive relay run, which spans the length of an entire day (which was another record-breaking year before being smashed in November 2025), Shum didn’t shy away from getting some laps done herself, but she also managed to shoot a truly important public access film.
A trail runner herself with a number of other works to her name already, including a well-supported Kickstarter revolving around neurodiversity, Gigi prides herself on “exploring the neglected truth in the world” through touching tales like The 24 Hour Run.
The adopted Manc and MetFilm School graduate’s roots may hail from Hong Kong, but she’s well and truly immersed and embedded herself in the Greater Manchester community through spotlighting local initiatives like this.
More importantly, this is much more than a student project: the bitesize 21:22 picture has been nominated and won at numerous festivals across the globe, including shortlists like the Florence Film Awards, a finalist in both the Independent Shorts and LEEDSflix competitions, among several others.
Aside from the obvious humanitarian and charitable angle of The 24 Hour Run‘s narrative, the talking heads with members of the team and numerous inspiring runners taking on incredible challenges on behalf of the ‘A Bed Every Night’ scheme make you proud to be from this part of the world.
You can watch it in full down below.
About the same run-time as most sitcom episodes – we’d argue this is a well more worthwhile watch.
Deeply moving stuff, we’re sure you’ll agree.
It’s also worth mentioning that the young director and producer is doing lots more to contribute to the region, helping out as part of the Manchester Refugee Support Network (MRSN), supporting asylum seekers who may otherwise end up sleeping rough themselves.
They’ve raised hundreds of thousands for the likes of the Greater Manchester Mayor’s Charity since the event’s inception back in 2019. Mayor Andy Burnham himself may be looking toward no.10 Downing Street moving forward, but fundraising on behalf of this organisation will always be a part of his legacy.
Better still, this dedicated crew of volunteers have also generated vital funds for similar causes in the likes of Birmingham, Leeds, Sheffield, Hereford, and soon to be even more.
Set to debut in Liverpool later this year, another city renowned for backing themselves and looking after their own, we can’t wait to see how much more impact they make on the North West.
Featured Images — The MCR 24 Hour Run Against Homelessness (supplied)
Sport
Government grants pubs permission to stay open until 5am for England’s next World Cup match
Emily Sergeant
Pubs across the country are being granted permission to stay open until the early hours of the morning on Sunday.
As England’s World Cup journey continues, the Three Lions are set to face Mexico in a Round of 16 knock-out match at the Azteca Stadium on Sunday night, but due to time differences between the two countries, this means that kick-off will be at 1am GMT here – a time when pubs are closed, and let’s face it, a lot of us are already in bed ready for work the next day.
But, in what is set to be a big ‘boost’ for pubs and bars – and football fans – nationwide, the Government has given permission for alcohol licensing hours to be extended for Sunday night’s match.
The Home Secretary has the legislative power to extend licensing hours on occasions of ‘exceptional international, national or local significance’, so this change removes the need for individual premises to apply for extended hours.
This extension to 5am adds to the already-granted extensions for England’s knock-out games that kicked off up until 10pm.
Communities Secretary Steve Reed is set to write to Council leaders across the country to inform them of these changes.
“Football might be coming home but we’re making sure fans don’t have to,” Prime Minister Keir Starmer said in an emphatic statement.
Pubs are allowed to stay open until 5am on Sunday / Credit: Road to Victory | We Are Football (Supplied)
“Pubs staying open until the final whistle is good news for supporters and good news for the pubs and venues that bring our communities together. The whole country will be backing the team. Come on England.”
Michael Kill, who is the CEO of the Night Time Industries Association (NTIA), said the extension is ‘fantastic news’ that will be ‘hugely welcomed’ by operators.
He continued: ““This pragmatic approach allows venues to focus on what matters most – bringing communities together to support the national team.
Danny Jones -
11th August 2025 
