Altrincham are pleased and proud to announce we are joining forces with Creating Effective Generations after the Manchester-based youth mentoring specialists became the latest addition to our list of commercial partners.

Known by their initials CEG, they have care for the community at their core, and, as such, we take great delight in welcoming them aboard as shorts sponsors ahead of another Enterprise National League campaign.

Their name will adorn the shorts worn by both men's and women's first teams and our Academy sides in an alliance that has been warmly welcomed by both parties, especially in light of the values that are shared by both.

Founder Daniel Andrews hails from Rusholme and stayed true to his roots to launch an organisation that specialises in supporting young people affected by Child Criminal Exploitation (CCE), Child Sexual Exploitation (CSE), and County Lines activity.

Its mission from the outset was to provide hope and a sense of purpose for youngsters from disadvantaged communities who often face barriers to opportunity and have limited access to the resources and guidance they need to thrive.

Daniel outlined a philosophy that chimes with much of Alty's endeavours in the local community by saying: "We work with young people from challenging backgrounds, providing the additional support, stability and positive interventions needed to help them build confidence, make informed choices and create brighter futures.

"As the demand for this support continues to grow, our work has expanded beyond Manchester and now reaches young people across the country.

"We are delighted to be partnering with Altrincham FC because our values and ambitions are closely aligned. Both organisations are committed to creating opportunities, developing potential and helping young people achieve success both on and off the pitch.

"Watching Academy players progress into the first team, seeing the continued growth of the women’s and girls’ pathway and witnessing the support and connection provided by the club throughout all levels is both inspiring and exciting.

"Together, we look forward to creating meaningful opportunities for young people and helping them build strong foundations for the future."

In welcoming CEG to The J.Davidson Stadium, Alty's Commercial Manager Geraldine Jackson said: "We are delighted to welcome CEG as our new back of shorts sponsor and official club partner.

"From my very first conversations with Daniel, it was clear that CEG is an organisation driven by purpose and a genuine commitment to transforming the lives of young people. Their work supporting those from challenging backgrounds and helping them build brighter futures closely aligns with our own values and ambitions as a football club.

"At Altrincham FC, we believe football has the power to create positive change far beyond the pitch. We are committed to developing people as well as players, creating opportunities, and using our platform to make a meaningful impact within our communities.

"This partnership represents two organisations with a shared vision to support, inspire and empower young people to reach their full potential, regardless of the challenges they may face.

"We are incredibly proud to be partnering with Daniel and the team at CEG and look forward to building a long and impactful relationship that will create lasting opportunities for young people both on and off the pitch."