CREWE Alex have tied up a novel 99-year sponsorship deal with long-standing sponsor Whitby Morrison.

The Crewe-based ice cream van maker's deal has been billed "one of the longest sponsorship deals in sporting history". But its operations director, Ed Whitby, a diehard Alex supporter, says it is not a gimmick but the company's efforts to demonstrate its loyalty to the club.

Whitby Morrison have sponsored Crewe's former Pop Side Stand, now the Ice Cream Van Stand, since 2012 and have been involved with the club for 30 years.

Now the stand deal will be extended until 2120.

Ed Whitby said: "I know a 99-year agreement will raise eyebrows but we want to demonstrate the loyalty and commitment that exists between both parties.

"We want the people of the town to see that, it's important we all support each other.

"Whitby Morrison and Crewe Alexandra share many of the same values and ambitions. Like Crewe, we invest in local people and support them towards become leading lights in the industry."

Crewe Chairman Charles Grant: "The Whitby family have been magnificent supporters of our club for many decades. To enter into a 99-year agreement is an extraordinary demonstration of their commitment to Crewe Alexandra.

"Like us, they share a strong sense of responsibility to play an influential and positive role in the local community and represent our town with great pride."

Family-firm Whitby Morrison was founded in 1962 and makes bespoke ice cream vans and vehicles for the global market.

Ed's father, managing director, Stuart Whitby, was elected to the Crewe Alex board last February.

Meanwhile, on the pitch Crewe host a second Championship club in a week as Nottingham Forest make the trip to South Cheshire for tomorrow's (July 24) warm-up.

After Tuesday night's Ashton Hulme charity match defeat at the hands of Stoke City (2-3) Alex boss Dave Artell needs to check on the fitness and wellbeing of several of his squad who have had to self-isolate after track and trace picked up Covid contacts.

Those affected include new midfield signing Shaun MacDonald and assistant manager Kenny Lunt.

Defenders Luke Offord and Donervon Daniels are also recovering from injury and missed the Stoke game.

Kick-off is 3pm and tickets are priced at adults £12, seniors and disabled £8, 12-16 year-olds £5 and under-11s £2.