MUSIC soothes the soul, so the saying goes, and, for many of us, it's a part of our daily routine we wouldn't be without.

Headphones or ear buds are must-have accessories for any gym session, bluetooth speakers are amplifying individual notes in living rooms up and down the land like never before and no long-haul motorist would hit the road without first tuning into their favourite radio station for company along the way.

There is an endless variety of devices that will keep you connected with your chosen genre these days, and all will deliver it with a quality to be marvelled at. But none will match immersing yourself in the ultimate musical experience of a live performance by a top band or solo artist. Of being there, in the midst of it all. There is nothing quite like sound travelling directly from instrument to ear, as any number of concert-goers will readily testify.

It's the reason Anthony and Edward Prophet dedicated themselves to creating a live outdoor musical extravaganza that promises to be one of the biggest and best the North-West has staged and that is coming our way, just down the road in Ashley, in a few months time.

The brothers have named it The Brit Fest, with a string of high-profile names lined up, and we at Altrincham FC are absolutely delighted to say that, as well as being incredibly talented musical impresarios, they are also keen supporters of the club and are the subjects of this week's Partners in Focus spotlight.

As Anthony and Edward say, The Brit Fest is not just a music festival; it's a celebration of the vibrant cultural tapestry that makes our country unique and an unrivalled way of fostering a sense of togetherness and pride in our shared heritage.

And what a line-up they have put together for the three-day event at Ashley Hall Showground from Friday July 5th to Sunday the 7th, with Jenny Powell and Mike Toolan from Greatest Hits Radio doing the honours as hosts and the likes of Bonnie Tyler, Scouting For Girls, Kim Wilde, Heather Small, The Feeling, Fleur East, Cast, Starsailor, Toploader, Reef, Dodgy, Lottery Winners, Hot Chocolate, Nik Kershaw, Paul Young and Tunde Baiyewu from The Lighthouse Family included in a stellar cast of performers on stage.

The programme also features sets from Cassidy Janson, Chris Helme from The Seahorses, Johnny Hates Jazz, Matt Ford’s Big Band, a DJ set from Mike Joyce from The Smiths, Neeve Zahra, Owen Paul, Sonia, String Infusion, The Bluetones, The Christians, The South, The Real Thing and T’Pau.

Reflecting on their link-up with Alty, The Brit Fest organisers said: "At The Brit Fest, we are dedicated to our communities, where the fusion of music and sports creates a powerful synergy. We believe in the transformative nature of these shared passions, bringing people together to celebrate, connect and build lasting memories. Through our commitment to community, we aim to create a festival experience that not only entertains but also unites and enriches the lives of all who join us.

"Through our sponsorship with Alty, we aim to extend this spirit of community to the realm of sports, bringing people together through their love for both music and football."

That's an aim this event should accomplish with ease, especially as, in addition to the very best of British live sounds, it will also showcase a real celebration of British culture, the arts, fashion, food and drink and classic cars – surely a unique package for any festival-goer.

Alty will have a presence at the festival in the form of a stall, and the club's interim chief executive and sponsors and partnerships director Sam Mackenzie said: "This is going to be a spectacular weekend of celebration, with the best of British being showcased.

"It’s a time for families, friends and the community to come together - something we pride ourselves on at Altrincham FC as we bring the community together to watch football. I wish the event all the very best and I will be attending - I'm very much looking forward to it! We will have a representation of the club over the weekend. Let’s all get behind it and have some fun!"

Here are the details:

THE BRIT FEST 2024
Friday 5 – Sunday 7 July 2024
Ashley Hall Showground
Ashley Road, Altrincham,
Cheshire, WA14 3QA

PRICES: Day tickets start from £67 plus booking fee and full Weekend Tickets from £165 plus booking fee. VIP options available. Camping, Glamping and Motorhome options now available from £20 per tent for the whole weekend.

TO BOOK: Visit www.thebritfest.co.uk