To all Part Owners, supporters and friends of AFC Rushden & Diamonds,
You may recall that I penned an open letter to you all around this time last summer, whilst the Club was seeking a new Main Club Sponsor. It was a pivotal and uncertain moment for AFC Rushden & Diamonds as the Club entered another summer of transition on the pitch, whilst off it we continued trying to build a stronger and more sustainable future for our football club.
What followed was genuinely humbling.
I was overwhelmed by the number of supporters who reached out directly. Some came forward with warm commercial leads, others simply offered words of encouragement and support. Every single message mattered. It reminded me once again that this football club is far more than just eleven players on a pitch. It is a community, a shared identity and something that people genuinely care about.
Last summer ultimately saw record commercial revenue for the Club and three prominent members of the Commercial Working Group, Alfie Foster, Cameron Lee and Jamie Horsman, were rightly recognised for their tireless efforts. Seeing them receive a standing ovation whilst collecting the Directors’ Award at the recent End of Season Awards Night was a special moment and one thoroughly deserved.
As I suspected last summer – and I think I said as much in a previous letter – our best route to securing a new Main Club Sponsor was always likely to come through the personal connections held by our supporters. That proved to be exactly the case when, on the eve of the new season, supporter Callum Bale introduced us to NRG UK Group simply because he asked the question of his employers.
That one conversation made a tremendous difference.
At the eleventh hour, NRG stepped forward to become the official Main Club Sponsor of AFC Rushden & Diamonds, giving the Club stability at a crucial time and allowing our attention to turn towards continuing to move the football club forward.
I am therefore delighted to confirm, for the first time in this letter, that NRG UK Group have renewed their Main Club Sponsorship for the 2026/27 season.
That continued commitment provides us with reassurance and stability as we head into another important summer. It gives us confidence in our ability to continue growing commercially and, as always, our aim remains simple. To improve on the year before and keep pushing this Club forward in every possible area.
The commercial successes achieved last season directly contributed to progress on the pitch. Through the hard work of Elliot and Jim, combined with the increased playing budget we were able to provide as a result of those commercial efforts, we saw tangible signs of progress throughout the football club. Our highest average attendance for 6 years, our biggest home crowd ever, increased revenue streams on matchdays and a much more exciting and competitive team on the pitch.
I am also pleased to report that I expect AFC Rushden & Diamonds to record a profit for the third successive year at this year’s AGM, another significant milestone in the Club’s continued recovery and growth.
But despite the progress we have made together, this is not the time to sit on our hands or pat ourselves on the back.
If we want this football club to continue progressing, we must continue working relentlessly in every department. The hard work cannot stop here.
Whilst NRG UK Group have renewed their sponsorship, they have taken the Home Shirt sponsorship only rather than all three kits. Importantly, they have maintained exactly the same level of financial support as last season, which means we now have increased sponsorship opportunities available without any financial loss to the Club. For that, we are enormously grateful to them.
As a result, there are now two much lower cost opportunities available for businesses to feature on the Away and Third Kits of AFC Rushden & Diamonds for the 2026/27 season. Alongside those, there are numerous other sponsorship and advertising opportunities available to suit a wide range of budgets.
A copy of the 2026/27 Commercial Pack is available upon request and can also be accessed here.
And so, once again, I am reaching out directly to you, the supporters, the volunteers, the Part Owners and the people who make this football club what it is.
The Club’s greatest chance of securing sponsorship for the 2026/27 season and beyond lies with one of you mentioning this opportunity to a decision maker within your business or professional network.
Tell them what this football club means to you.
Tell them what it means to this community.
Tell them about the thousands of people this Club impacts in ways that go far beyond football itself.
Perhaps you are the decision maker. Or perhaps you have simply never asked the question before.
- Does the company you work for have community funding available?
- Do they support local projects?
- Might they be interested in backing a community owned football club with a proud history, loyal support and genuine ambition?
The sponsorships with Rebel Energy and NRG UK Group both came about because supporters of this football club simply asked the question.
Those supporters helped drive their football club forward.
You can do exactly the same.
If you have any lead at all, no matter how big or small, please do reach out to me at alex.raspin@afc-diamonds.com, or message me via social media.
Together, we have made enormous strides forward over the last three and a half years. Progress that many people both inside and outside of the Club never thought possible.
Now we must continue building.
Let’s all play our part in ensuring that the progress of AFC Rushden & Diamonds continues.
Thank you, as always, for your support.
Yours sincerely,
Alex Raspin
Vice Chairman & Commercial Director
