Featured image credit: Crewe Alexandra
Cereal company Mornflake has renewed its stadium naming-rights deal with League Two football club Crewe Alexandra.
Mornflake has been Crewe’s principal partner since 2005 and added stadium naming rights to its deal with the club back in 2021.
The sponsorship of Gresty Road had been due to expire at the end of the 2023-24 season but it has now been extended. Crewe did not confirm the length of the new deal but said the new shirt sponsorship is now the longest continual agreement in the English Football League (EFL).
The current stadium deal is reportedly worth £500,000 (€576,000/$633,000). Mornflake is one of Crewe’s largest employers and has operated a mill on Gresty Road since 1943.
Crewe chairman Charles Grant said: “Our long-standing relationship with Mornflake is a source of great pride for everybody at Crewe Alexandra. So, to be able to announce the extension and expansion of our partnership with the country’s oldest and most trusted producer of breakfast cereal is truly something to celebrate.
“Mornflake is a major local employer, and they share our commitment to playing a positive and active role in the local community. And they have played a huge part in our success over almost two decades, an incredible and almost unrivalled demonstration of unwavering support. It will continue to be an honour and a privilege for our stadium and players’ shirts to bear the Mornflake name.”
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