Crewe Alexandra's new third shirt to fund St Luke's Hospice

St Luke’s Hospice has been given the sponsorship space on Crewe Alexandra's new blue and white third kit, which is being sold online and in the club shop to boost funds for patient care.

Crewe-based cereal company, Mornflake, the Alex’s principal partner and long-standing shirt sponsor, made the generous gesture to mark 350 years of its family oat milling business, showing support at a time when many charities are struggling.

Now St Luke’s is front and centre of the Alex’s specially designed new kit, helping to raise money and awareness of the vital services it provides.

Already it’s been dubbed ‘the lucky shirt’ by players and fans after a 1-0 victory on its first outing.

A thrilling last-minute goal at Accrington Stanley made it three wins in a row for the League Two Railwaymen, after ditching their usual red.

Iain Lavelle (left) and Charlotte Gribbin of Mornflake join the unveiling of the third shirt at the hospice (Image: Crewe Alexandra FC) Andy Bailey, corporate partnerships manager for St Luke’s Hospice, said: “We are honoured to be featured on Crewe Alex’s new third kit, and we’re so grateful to our long-term supporters, Mornflake, for this fantastic opportunity. 

“We hope the shirt will raise awareness of the Hospice and the vital services we provide for the local community, whilst also helping raise funds to support our care in the future.

“The brand-new shirt is proudly on display in our reception area and is proving to be a fabulous talking point for patients, visitors, staff, and volunteers.

“The whole venture is being widely applauded here at the Hospice and we hope the feeling of joy and pride continues to transcend to the team on the pitch.”

Mornflake, the country’s oldest producer of porridge oats and other breakfast foods, is one of Crewe’s largest employers and dates back to 1675.

Today, they are the longest-serving shirt sponsors in the country, and the club's stadium is now even named after them. 

Crewe Alexandra chairman, Charles Grant, said: “This is a wonderful gesture by Mornflake and it will be an honour and a privilege for our players’ shirts to bear the St Luke’s name this season.

“St Luke’s Hospice is so important to the people of South and Mid Cheshire. I would like to thank John Lea and everybody at Mornflake for the opportunity to help support a cause so close to our hearts.”

Crewe Alexandra’s new third shirt is priced £50 for adults and £37 for juniors – with £5 from each sale going directly to St Luke’s. Go www.thealexandrastore.co.uk