Shrewsbury Town agrees to stadium sponsor deal with Croud

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Croud Meadow
Image credit: James Humphreys

English League One football club Shrewsbury Town has confirmed a deal for digital marketing agency Croud to take on naming rights to Shrewsbury’s home of the New Meadow.

This two-year deal will rebrand the stadium name to Croud Meadow, keeping the traditional title. Croud signage will feature on the interior and exterior of the stadium and the company will also support the STFC Foundation.

The partnership is intended to provide financial help to the club as they find the best offer to progress the club forward, which was mentioned in their 2023 Strategy Programme posted to key stakeholders. The Croud deal comes after Shrewsbury’s 10,000-seat stadium was previously sponsored by bottled water manufacturer Montgomery Waters, which replaced car dealership Greenhous in the role.

Croud, founded in 2011 and in Shrewsbury, is a global, full-service digital marketing provider. Through a seamless combination of data, technology and creativity, the goal is teams drive business performance and long-term growth for ambitious brands.

Using a unique model that enables a more in-depth understanding of your business, they’re able to deliver truly transformative results for some of the world’s leading brands.

Jon Ditchburn, Executive Operations Director at Croud, mentioned improving themselves and Shrewsbury in the Digital Marketing sphere.

“This couldn’t be a prouder moment for us at Croud. As a business, our deepest roots are in Shrewsbury where we have driven our operations over the years to become a digital marketing agency of stature – one that develops local talent and projects the best digital marketers onto a global stage,” he said in a statement.

“Our partnership with Shrewsbury Town Football Club not only acts as a significant point of pride for us as a group but looks to project Shrewsbury as a hub for digital marketing excellence in the UK and beyond.”

Roland Wycherley, Chairman of Shrewsbury, shared a growth mindset with a view into the future.

“It is our pleasure to have Croud join us as partners and stadium sponsors as we eagerly embark on a journey into the future,” he added in a statement.

“In our quest for a company that shares our values and possesses a genuine desire for partnership, we discovered Croud – a locally nurtured, award-winning global business that enjoys well-deserved recognition within the digital marketing industry.

“We look forward to a mutually beneficial partnership that will last for many years to come – and of course welcoming everyone to The Croud Meadow for the 2023-24 season.”

Overall, this partnership is a small step in Shrewsbury Town’s big picture which is to climb the English football pyramid swiftly, having opened Croud Meadow in 2007. Improving their digital marketing sector will have some benefits off-the-pitch and is a great attempt to get ahead of the pack in the third division.

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Victory unites with Roasting Warehouse in culture-led partnership

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Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

 

For more information about Roasting Warehouse, click here.

Marie-Louise Eta makes history as new Union Berlin head coach

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Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

 

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

 

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.

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