Mick George to become Cambridge United's longest-serving shirt sponsors
Mick George have agreed a new three-year sponsorship deal with Cambridge United that will take their involvement with the club to a decade.
Despite the current climate, the construction industry supplier has moved to strengthen its bond with the U’s which is a big boost to the club.
It means that the company’s name will be adorned on the front of the United shirts until 2023.
“I think we will become the longest-serving front-of-shirt sponsor when those three years are up,” said Jon Stump, Mick George’s joint CEO.
“From our perspective, we’ve always been a local business and we’ve always tried to invest and support the local communities and we see our relationship with Cambridge United very much in that vein.
“Albeit, what everybody sees is the name on the front of the football shirt, our investment in the football club is more about what the football club does in the community.
“If you take the pandemic as a great example when they were taking meals out to disadvantaged people, and the stuff they do throughout the year fits in with the culture we have within our business and what we’re trying to support at the local level.
“From the club perspective, we wanted to show commitment. Clearly, they have got some tough challenges ahead and the support they seem to be getting from the football authorities is minimal.
“There are mixed messages from the government in terms of fans coming back into the stadium, and what we’ve been able to do by effectively securing the extra years for them, they’ve got some certainty at least from a sponsorship level of revenue coming in.
“Hopefully that little bit helps.”
Stump stressed that the company loves being involved with the U’s and that it is more than just being up a strong relationship, and as much about building a long-term partnership.
Some of those initiatives include the Mick George Skip Challenge, and the charity match that usually takes place each autumn with some old U’s.
The extended sponsorship has been hailed by United’s head of commercial, Nick Fairbairn.
“It’s huge for the club, and we’re absolutely delighted about it,” he said. “It’s fantastic from them, and we’re just so pleased that the relationship continues.
“I think the way they have supported the club over the last seven years and the way we’ve built not just a sponsorship but a partnership between the company and the football club, the way they’re backing us at this difficult time is in keeping with that really.
“It underlines the strength of the relationship.
“A real part of Mick George’s sponsorship and the activation around their sponsorship has been engaging with our supporters – with shirt giveaways, hospitality tickets and showing they are more than just a commercial sponsor, they are fans of the club and want to be part of the fanbase.”
The support of sponsors is particularly crucial at present, with no imminent sign of when supporters will be allowed back inside grounds.
Fairbairn added: “Mick George are a shining example of when things are tough, supporting us. They represent all of our club partners, who have been absolutely outstanding in this period.
“I think our partners see the club as a key community asset.
“They understand that now is probably the most important time to back the club, and all of them have been hugely supportive. It’s been quite humbling.”
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