Crewe Alexandra FC has announced that Swansway Motor Group has renewed its partnership with the football club, extending the agreement until 2028. The family-run car and van dealership, located near Mornflake Stadium, will continue as Family Stand sponsors and maintain prominent branding throughout the stadium.
Why the partnership matters
David Smyth, Director at Swansway Motor Group, said the club is "much more than a Football Club" and represents "a huge part of the town's identity." He added that as a family business grown alongside the local community, renewing the partnership "feels natural."
James Beckett, Head of Commercial at Crewe Alexandra, described it as a valued partnership that "makes a real difference," highlighting the importance of working with businesses that are "a genuine part of our community."