Cambridge United promotion campaign epitomises United in Endeavour spirit
United in Endeavour is the motto of Cambridge United.
It is emblazoned on the kit, features significantly around the ground, was the name of a fanzine, is proudly displayed on flags at the Abbey and ingrained in everything about the club.
In the period since March 2020 though, they have become more than just words.
With promotion now secured from League Two, the motto should carry a small asterisk that on looking at the small print simply says ‘defined by the 2020/21 period’.
There have been multiple other occasions when the U’s fanbase have rallied round to support the club, such as when their very existence was threatened.
But since the start of the pandemic, it is probably fair to say that the reach into the wider community of Cambridge has never been greater.
How has this aided promotion?
It has engendered the goodwill of the city, given rare positive moments during a long, dark winter and made it feel like the whole of the club was pulling in the same direction.
The endeavour of all parts of the club has been united, and the collective unity has been evident.
It is difficult to know where to begin in assessing the foundations of the promotion – supporters, players, on and off-field management, club administration staff, stadium management, social media teams, directors, owner.
The harmony across all quarters cannot be understated – it is the importance of thanks and being valued that is at the core.
The goodwill probably began with the Here for U’s campaign run by the Cambridge United Community Trust, when everyone pulled together to assist the more vulnerable in society.
Head coach Mark Bonner spent time manning the phones, providing a cheerful voice at the end of a community careline for the over-70s to ask for help with their everyday needs.
Players donned their PPE to help deliver food boxes to the community which, partnering with Cambridge Food Poverty Alliance, saw them cook and deliver more than 1,700 meals – and they also provided more than 300 education activity packs.
Led by Sam Gomarsall, this helped to create a sense of community and brought the trust closer to the fanbase, who were able to see – and in some cases experience – firsthand all of the work they do during the void that a lack of football created.
This is United in Endeavour.
It set the backdrop that while life may have been very different, the club were endeavouring to be on the front foot wherever possible.
On the playing side of affairs, it was a very quiet period with most of the club on furlough, but those still active were busier than ever.
Good leadership does not come from grandstanding and shouting from the rafters, it comes from quiet efficiency and United were being led superbly by Ian Mather.
The more vocal approach tends to lead to empty promises, and the U’s chief executive kept a close counsel until something was actually in a place to be delivered.
Endless Zoom calls, day after day, helped map out a route forward for not just the club but the league, and the skeleton staff that had been kept off furlough were just as integral.
It meant that come July, Mather could announce that United had been working with the EFL and the company Movement Strategies as one of only two clubs in the country to assess the safe return of fans to grounds.
This was evidenced by supporters being back in the ground for the EFL Trophy match with Fulham under-21s, the first side in England to open their doors again – albeit before the two subsequent future lockdowns.
Mather was also an eloquent, articulate voice on the issue of funding for the EFL clubs, with a measured approach helping to gain traction and wider attention.
With this comes the expert oversight of the board of directors, who have kept a steady hand on the tiller.
This is United in Endeavour.
A further example is the backing of owner Paul Barry.
It is no secret that his business is in the travel industry, a sector that has been hit perhaps more than any other by the pandemic.
But the Seattle-based, lifelong U’s fan pledged at the end of April to stand by the club, regardless of the global situation.
Matchday revenue streams have been brought to a standstill – save for the invaluable iFollow subscriptions – so Barry’s support to mitigate against the losses was crucial.
More than that though, he was able to sell the vision of the club to two new investors, Adam Webb and Mark Green.
Back to those iFollow passes, and this is where the strength of the fanbase has been so important.
It is obvious to state that success breeds success and everyone wants to watch a winning team, so getting people to tune in on a Saturday afternoon or a Tuesday evening has been far easier – United are one of the leading clubs in the division on this front.
The social media team have been pivotal in this cause, pre-match and post-match interviews were ramped up to help keep the club connected. The subtleties of things like the match-in-a-minute helped fans relive the highs (and occasionally revisit the lows!).
But it is not just about the matchday passes. There were 1,500 season tickets sold even though supporters did not know whether they would be able to watch their team – which, it transpires, has not been possible bar for four matches.
When they have produced special commemorative shirts, brilliantly designed by Gareth Daniels, they have been lapped up. This also applies to the superb response to this season’s kit.
Fans have dug deep when the club needed them most, as they have always done.
This is United in Endeavour.
During one of the strangest winters imaginable, for so many different reasons, Ian Darler and his ground staff have been stars.
We have had the blistering hot days of the early season, monsoon rainfall against Newport County, fog against Harrogate Town, snow against Bradford City and a frozen pitch against Southend United.
It has been unrelenting. It is not just about the day though, the surface takes time to repair and recover afterwards.
Each match seemed to bring a different challenge for Darler and his team, but each time they rose to the task.
United did not have a game postponed at the Abbey Stadium, and it is difficult to over emphasise how important that has been.
It allowed them to set a yardstick, put their noses in front with points on the board, and stay the distance as those with matches in hand were unable to play catch up.
This is United in Endeavour.
Of course, though, promotion was won on the pitch.
It was a group that was brought together superbly by head of football Ben Strang, Bonner and his coaching staff.
The elements to this are numerous, but multiple players have said how much the vision of Bonner was a factor in their moves.
It was a group that for many different reasons had something to prove, and they were offered a dream that ultimately they have fulfilled.
The aspect of matchday can be taken for granted, but in what has been far from a normal season for everyone, it is worth taking a moment to consider the wider picture.
Training has been a case of getting to the ground ready to go, then departing straight after – no showers, no lunch, no hanging around.
Social situations have been few and far between, a couple of opportunities for some to play a bit of golf back in the autumn seems to have been it.
But United have not had a single Covid-19 positive case in their squad, the overseeing of this coming through U’s head of medical services Mikey Burroughs and head of performance Matt Walker. That is some going.
People may not think so, but it takes dedication and discipline to the cause.
As Bonner has pointed out in the past, players still have to do shopping, fill up at petrol stations, be with their families, so they were far from out of the way of risk.
This is why it is commendable because it also requires the same discipline and attention to detail of those closest to them.
When asked why and how the squad has bonded so well, Wes Hoolahan said in a recent interview: “I just think we started pre-season with what was going on with Covid, not having a shower, going to training, train, go back home, it gelled us together because you appreciate what you’ve got.”
Paul Digby also spoke of the efforts of those working in the NHS during the pandemic, and how that it inspired him to do his best.
It extends also to all the backroom team, as one case of Covid could have swept through the squad and brought a short-term halt to proceedings, so everyone in that bubble has had to be extremely disciplined.
This is United in Endeavour.
Led by Bonner, it has all helped create one of the most memorable seasons for United in recent times, perhaps in their history.
A final thought, though, is the manner in which everything has been done.
From top to bottom, the club is friendly and welcoming.
Players, staff and officials are accessible and engaging which is evidenced by the thoughts of anyone who has had direct interaction with them during the past year.
It shows that by setting a culture and belief system that everyone adheres to and buys into, you can achieve success both on and off the pitch.
This is United in Endeavour.
