Cambridge United have received two Football Business Awards nominations - Best Fan Engagement by a Club – Non-Premier League or Championship Clubs, and Sponsorship or Partnership of the Year – Non-Premier League & Championship Clubs…
The Best Fan Engagement nomination recognises the club’s work over the past two years on the Crest Project. The process placed supporters at the heart of the redesign, with extensive consultation shaping the direction of the new identity. From supporter workshops and surveys through to the final decision, fans played a central role in creating a crest that reflects both the club’s heritage and its future. The project culminated in a widely praised launch video featuring more than a dozen Cambridge United legends.
The Sponsorship or Partnership of the Year nomination recognises the club’s partnership with Brooks Running, a collaboration built on shared values from the outset. While Cambridge is often perceived as affluent and active, the club’s stadium sits in Abbey Ward, one of the 20% most deprived areas in the UK, where barriers to physical activity remain high and male life expectancy is 11 years lower than in other parts of the city.
Against this backdrop, the partnership focused on participation rather than passive brand exposure. The Cambridge United Run Club welcomed runners of all abilities and connected with local initiatives such as Parkrun, with incentives including free matchday tickets for participants, Brooks-gifted running shoes to remove cost barriers, and a Brooks-branded speed test in the Family Zone.
The Football Business Awards 2026 will take place on Friday 15 May.