Cambridge United-Cledara naming rights deal

Article posted by Coliseum, January 24^th, 2024

Image: Cambridge United

The English Football League (EFL) League One team Cambridge United Football Club are delighted to announce a five-year agreement with SaaS (Software as a Service) Subscription Management Platform Cledara as the official sponsor of the Abbey Stadium in Cambridge, England (UK).

‘CAMBRIDGE UNITED’ stated that the Abbey Stadium will be known as the Cledara Abbey Stadium in an agreement which will run until January 2029.

Preston (UK)-based The English Football League (EFL) is a league of professional football clubs from England and Wales. Founded in 1888 as the Football League, it is the oldest football league in the world. It was the top-level football league in England from its foundation until 1992, when the top 20 clubs split from it to form the Premier League, the highest level of the English football league system.

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The English Football League One, known as the Sky Bet League One for sponsorship purposes or simply League One in England, is the second-highest division of the English Football League and the third tier overall in the English football league system.

The Cambridge United Football Club is a professional association football club based in the City of Cambridge, England (UK). They compete in the EFL League One, the third level of the English football league system. The club was founded in 1912 as the Abbey United, and took the name Cambridge United in 1951.

The Cledara Abbey Stadium is a football stadium in Cambridge, England (UK). It has been the home ground of the Cambridge United F.C. since 1932, and currently has a maximum capacity of 7,937 spectators.

The Software as a Service (SaaS) is a software licensing and delivery model in which software is licensed on a subscription basis and is centrally hosted. SaaS is also known as on-demand software, Web-based software, or Web-hosted software.

Cledara is a specialist SaaS subscription management company that is based in London (UK), with offices in Barcelona (Spain) and New York (US). Its platform allows a company to take control of all of its software, track usage and save on renewals by avoiding fractured processes and inefficiencies which cost time and money.

Managing the overhead created by dozens of SaaS applications, negotiating user privileges, gaining access, canceling subscriptions, or chasing down invoices, is a nightmare situation for any company if not controlled.

Cledara aims to create a shared consciousness in a business where teams work harmoniously together, aided – rather than hindered – by its software and processes. It has over 1,000 customers, including startups, scaleups and enterprise companies, operating across a wide range of industries.

It has data on SaaS usage across business over three continents and regularly publishes reports which detail insights and trends.

‘CAMBRIDGE UNITED’ further stated that the landmark deal will play a part in the next stage of the stadium’s redevelopment.

Enthused Alex Tunbridge, Cambridge United head honcho, “We are very pleased to be partnering with Cledara and to announce the renaming of the Abbey Stadium as the Cledara Abbey Stadium. We are embarking on an exciting journey to develop the stadium and welcoming organizations such as Cledara is an important part of that. We are very grateful to have their support as we start out on the redevelopment project and I would like to thank them for ensuring that the Abbey Stadium remains a part of the stadium’s new name. We are ambitious for the club. We want to modernize, progress and take advantage of the new potential opportunities as the professional football club based in the world leading City of Cambridge, home to the rules of the game.”

Added Turnbridge, “At the same time, we want to do this with appropriate acknowledgment of the DNA of our club. Keeping ‘The Abbey’ as a central part of the new name was important both for us and Cledara.”

Commented Cristina Vila Vives, Cledara Founder and Chief Executive Officer (CEO), “We are delighted to be able to help Cambridge United with its ambitions to grow the fan base, engage younger fans, encourage families, build the visibility of the women’s team, and support the Cambridge community. We are fully supportive of all these plans. We are a people business, as is Cambridge United. The club is a central part of the community and it’s great to be a part of that. And Cambridge itself is a leading tech hub and a hotbed for startups. This is a market which Cledara serves and we look forward to expanding our network throughout the City and its surrounding areas. This agreement, which lasts for five years, reflects that we’re building for the future. Our customers trust us with their core software infrastructure and planning for the long term is important.”

Concluded Vives, “There also is a personal connection for me, which means a lot, as I studied for my Masters in Cambridge at the Anglia Ruskin University. It’s great to have a new connection both with the City and the wider community.”

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