BREAKFAST foods company Mornflake has served up a new shirt sponsorship deal with Crewe Alexandra for the seventh year running.
Hopes are high it will prove a lucky seven for the Railwaymen after their thrilling Wembley triumph and promotion to League One last season.
Already the shirt has proved a sell-out with more than 1,500 replicas flying out from the club shop before the new season kicked off on Saturday.
Mornflake, neighbours of the Alex on Gresty Road, also supports its breakfast club, providing energy boosting porridge and other wholesome cereal products to players before their morning training sessions.
Richard Jones, Mornflake marketing spokesman, said: “We are very proud of our long association with the club and many of our employees were there to see their monumental victory at Wembley in May.
“It has certainly helped to promote a feel-good factor about town, and as a major employer in Crewe we are delighted to strengthen our partnership by renewing our sponsorship.”
Players this season will also be tucking into a new range of Mornflake granola and muesli products containing oat bran proven to help lower cholesterol.
The products are also sold in the club shop which is awaiting stocks of the replica shirts, which sport a new neckline and design.
Alison Bowler, football secretary, said: “Mornflake is not only a major sponsor, but a very good friend to the club and we hope to do our very own ‘Team Crewe’ proud this season - giving our wonderful fans more reason to celebrate.”
The Reds were back to winning ways on Saturday beating Hartlepool United 5-0 in the first round of the Capital One Cup.