News in Crewe

The Ice Cream Van Stand at the Mornflake Stadium.

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.

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