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Club News

Mornflake Become Stadium Sponsor

10 June 2021

Crewe Alexandra is delighted to announce a new partnership that will see its home of 115 years renamed Mornflake Stadium.

Mornflake, millers of ‘Mighty Oat’ breakfast cereals enjoyed worldwide, has been the principal partner of the Football Club since 2005 when the famous firm's logo first took pride of place on home and away shirts. 

Since then, the relationship between the Gresty Road neighbours has grown ever stronger as both continue to serve the local community in a wide variety of ways.

This new agreement represents the biggest single partnership in the Football Club’s history and will initially run until the end of the 2023/24 season.

Chairman Charles Grant said: "We are so lucky to have Mornflake supporting our Football Club in the unwavering way that they do.

“The difference they have made to Crewe Alexandra over the last two decades is enormous and extremely valued, and we are very proud to rename our home ‘Mornflake Stadium’.

"This takes our strong relationship to yet another level, and we are excited to know we will be continuing to work together over the coming seasons.”

James Beckett, Head of Commercial at Crewe Alexandra, added: “For Mornflake to extend their support amid what are challenging times for the football world is remarkable and very much appreciated.

“They have steadfastly backed the Football Club and played a substantial role in our recent successes. Hopefully, we can now look forward to celebrating more good times at Mornflake Stadium over the coming years.”

Mornflake is one of Crewe’s largest employers and has operated a mill on Gresty Road since the war years, when it played a vital role in feeding the nation wholesome British oats. 

Generations of millers have supported Crewe Alexandra as the Mornflake brand grew across the globe. The family-run firm entered into a new four-year shirt sponsorship deal, and also sponsored the back of the Crewe shirt, in what was a superb show of support just last year.

John Lea, Managing Director at Mornflake, said: "We are delighted to sponsor the Mornflake Stadium.

“It gives us great pride to enhance our long partnership with Crewe Alexandra, and we look forward together to what I'm confident will be an exciting future for this community owned and supported club.”

To learn more about Mornflake, please click here.


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