A RALLYING call has been issued for businesses across Coventry to sign up to a Sky Blues initiative to help impove the squad and attract the next generation of players.
The ‘Active Ambassadors’ scheme was set up to give local firms the chance to play an integral role in the club’s future development – with sights set on promotion to the Championship.
Businessman and lifelong supporter Pete Witherow is the latest example of how the project works, having helped the club fund the deal in July for Newcastle United forward Adam Armstrong, who is now League One’s top scorer.
Pete said: “It is an incredible feeling to know that my company has helped CCFC secure Adam Armstrong – who has been sensational for the club having recently scored his fifth double of the season.
“This initiative is a fantastic wasy for businesses across the city to help support our home football team and I am hoping that other firms can follow my lead and help to further bolster the pitch.”
Active Ambassadors – launched last year – runs alongside Sky Blues in the Community, the Supporters Consultative Group, fans’ group the Sky Blue Trust and the Former Players’ Association.
Pete, who founded his automotive parts business in Coventry 15 years ago, has also sponsored the away dug-out and has branded boards around the ground.
He added: “I have been a Coventry City fan my entire life and have been a season ticket holder for many years.
“I have many happy memories of watching my team play as a young lad and now as a grown man I am able to enjoy the experience with my son – so the club is very important to me.
“To have an opportunity to work with CCFC in raising its profile and attracting new players is just incredible.
“I see this as a chance to make a real difference and I also hope to attract more businesses into the role of Active Ambassadors, who like me will play a pivotal role in the club’s future.”
Pete in 2000 set up Auto Jap Spares – a specialist in the supply of new parts and spares for all makes of imported Japanese cars, vans and vehicles.