Mornflake has secured its place in history books after striking an expanded sponsorship deal with its famous footballing neighbours on Gresty Road.
The partnership between Crewe Alexandra FC and the world-renowned cereal company is already one of the longest and most admired in the football league.
Now Mornflake has increased its support of the club meaning its name will remain above the landmark stadium and players will continue to wear ‘Mornflake’ on their shirts with pride.
The brand has been a familiar sight to Railwaymen fans since Mornflake became shirt sponsor back in the 2005/6 season.
It’s now the longest continual front-of-shirt sponsorship in the English Football League.
Club Chairman Charles Grant paid tribute saying: “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 are 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.”
Mornflake remains one of Crewe’s largest employers where 300 people work and has operated its mill on Gresty Road since 1943.
The family firm, with a history in South Cheshire dating back to 1675, remains an ambassador for Crewe of international renown and global reach.
As a top exporter to more than 70 different countries, including China, Saudi Arabia, America, Australia and South Africa, every morning millions of people start the day with a little bowl of breakfast joy supplied by this iconic Cheshire company.
And that includes Alex players themselves. Mornflake provides cereals to the breakfast club they attend before training.
Meanwhile the company is a keen supporter of healthy and active lifestyles through its sponsorship of sporting organisations and individuals in the community.
Managing director James Lea said: “Many Mornflake employees are loyal fans of Crewe Alexandra FC and show their support at matches home and away.
“Like Mornflake, the club is part of Crewe’s heritage and we are proud to see our name on the shirts and on the stadium only a stone’s throw away from our mill.
“We are delighted to announce this expansion of our sponsorship and wish Crewe Alexandra FC a very successful season.”