Prime Rooks feeling flush

By Matthew Nash

PIONEERS: Lewes’ new sponsored shirt has caused a stir worldwide

PICTURE: Nicky Thomas

LEWES have described their new sponsorship deal with eco toilet paper company as an ‘iconic moment’.

The Rooks have announced a ‘pioneering’ two-year deal with ‘Who Gives A Crap’ for both their men’s and women’s teams.

The Isthmian Premier Division outfit will have the gimmicky company name emblazened on their shirts – a move which has divided opinions from some, although it is unsurprising for those familiar with the innovative East Sussex club.

“We feel it’s been a real iconic football moment,” said commercial manager Stef McLoughlin.

“It’s gone absolutely viral – it’s mad. There was even an article in France about us.

“The reaction has been overwhelmingly positive. Everything we do is not very conventional. We have 100 per cent vegan days. We get a lot of noise for what we do but there are always some nay-sayers too.

“People say ‘it’s not how football’s done’ and tell us to stick to football but any negativity about the announcement is so small and Lewes fans have been really pleased.

“Most importantly, the players like it and it’s great for them to understand things like clean water and toilets for all.

“We feel pride at the way the players have embraced it. Every single decision we make at Lewes.

“We have said no to gambling money (sponsorship) in the past and have strict criteria of who we will and won’t work with.

“We don’t have any fat cats putting money into the club but we are super-careful about who we approach and work with.”

Activations

McLoughlin says Lewes have big plans with their new front-of-shirt backers. Players from both their men’s and women’s sides modelled the new kits on social media after last week’s launch. She added: “We have loads of activations planned for this season and loads of fan engagement and fundraising.

“We’re having a Met Gala-type event at the Dripping Pan this month and we think all the noise around this just creates more awareness of what we’re trying to do.

“Who Gives A Crap were No.1 in terms of dream partners for us. We feel really privileged to be working with them.

The Rooks, whose men’s team is managed by Craig Nelson, claim to be the world’s only gender equal club in terms of pay and facilities, with the women’s team playing in WSL Premier Division South – the second tier of the English women’s game.