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Coventry City launch new scheme to give businesses integral role within the club

13 October 2014

Brand new Active Ambassadors scheme designed to the next generation of players and supporters to the Sky Blues

Coventry City Football Club are launching a new scheme to help attract the next generation of players and supporters.

Chief executive Steve Waggott has unveiled the Active Ambassadors initiative to give local businesses the chance to play an integral role in the future development of the club.

The initiative, which will work alongside Sky Blues in the Community, the Supporters Consultative Group, Sky Blues Trust and the Former Players’ Association, will have a primary focus of helping Steven Pressley and Neil MacFarlane draft new players (aged between 17 and 20) into the development squad.

But Waggott also wants Active Ambassadors to help raise the positive profile of the club and work with him, and other partners, in attracting more supporters to the club – especially youngsters.

The fee to become an Active Ambassador is £10,000 per year – with firms signing up for three year stints – and there is already strong interest from business people in the city.

Waggott said: “I am really excited by this initiative. We know there is a desire out there among business people in the city to really get on board and support the club and Active Ambassadors is a way of doing that.

“This is more than just sponsorship. It’s about becoming embedded within the club and, just as the name suggests, being an ambassador for Coventry City Football Club out there in the community – particularly the business community.

“There are different strands to the work we do in the community and I want the Active Ambassadors to see everything we do so they can help to bring in other businesses and supporters. It’s going to be a real partnership effort.

“What is vitally important for business people to know is that the money from this scheme will be ring-fenced for Steven and Neil to identify talent for the development squad to feed through to the first team.

“This is an opportunity for business people in the city to play a real part in helping to fulfil the aspirations of the manager and we already have some strong interest in the initiative.”

Active Ambassadors will also receive two seats in the Directors’ Box, pre-match meals in the Board Room, post-match hospitality in the Board Room, an annual dinner with CCFC Board and First Team Management, a VIP car park space and listing in the matchday programme.

Anyone interested in becoming an Active Ambassador should contact Steve Waggott at or call 024 7621 7671.

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