NOTE FROM SIAN
Commercial Director, Sian Lancaster
Hello and welcome to the first edition of our new business‑to‑business newsletter, designed to keep our fantastic local business community up to date with everything happening at Maidenhead United Football Club.
As Commercial Director, I have the privilege of working with organisations of all sizes who are based in, or connected to, Maidenhead. At a recent home fixture, we were delighted to host representatives from 15 businesses at our Thinking Business networking dinner before enjoying the match together. The relationships formed at these events often prove valuable long after the final whistle.
You will read below how we are yet again punching above our weight with two projects listed in the prestigious Football Business Awards 2026. We are shortlisted alongside full time Football League Clubs, and it is fantastic recognition for the partnership and community work we are delivering in the town. What is really pleasing is the national recognition this is giving our partners, as one of the awards is for our innovative CALM partnership work supported by local businesses which you can also read about in today’s newsletter.
Independent research shows that our community club generates almost £2 million a year in economic impact for the town through employment, local procurement, and the increased footfall and visibility that matchdays bring. Just as importantly, with the support of our partners, we deliver significant social value across Maidenhead: providing football for more than 750 children every week, running exercise classes and social walks for older residents, and supporting some of the town’s most vulnerable people. Together with our sponsors and supporters, we are proud to be part of the town’s DNA.
If you’d like to learn more about how the club works with local businesses – or explore ways we can collaborate – please feel free to contact me at sian@maidenheadunitedfc.org
Read on to see how we’ve been partnering with Maidenhead’s businesses to create value, strengthen our community, and make a real difference.
UP FOR THE DOUBLE
Maidenhead United have been shortlisted for two categories at the 2026 Football Business Awards, a significant achievement that places the club alongside much larger professional teams and highlights the strength of its community‑driven model and innovative partnerships with businesses large and small.
The club is a finalist for:
- Best Football Community Scheme (League One and below)
- Sponsorship or Partnership of the Year (League One and below)
The shortlist recognises both the impact of the Maidenhead United FC Community Trust and the club’s pioneering front‑of‑shirt partnership with mental health charity CALM, funded by local business partners.
Launched in 2023, the CALM partnership has helped bring vital mental health and suicide‑prevention messaging into the heart of the community, reaching thousands each week. Alongside this, the Community Trust continues to deliver programmes spanning youth football, disability sessions, walking football, wellbeing classes and one‑to‑one support - generating more than £5 million in social value through its work.
Commercial Director Sian Lancaster said the shortlisting demonstrates “how a small community club can punch far above its weight” and credited the CALM Partners for making the award‑nominated initiative possible.
Community Trust Manager Helen Preedy added that the recognition reflects the dedication of staff and volunteers delivering support to people of all ages across the borough.
Winners will be announced in London on Friday 15 May.
THINKING BUSINESS
Maidenhead United continues to make the most of the special atmosphere of Tuesday‑night games under the lights by hosting our Thinking Businessnetworking events - bringing sponsors and local businesses together in a relaxed but productive setting.
Supported by our event partner, award‑winning accountancy practice Wilson Partners, guests enjoyed a three‑course meal in the Alan Devonshire Hospitality Suite before heading out to enjoy the match. Men’s First Team Assistant Manager Aaron O’Brien provided exclusive insight into the latest team news, and our Commercial Director Sian Lancaster shared updates from across the club and introduced new faces in the room.
The evening concluded with a thrilling, hard‑fought game that saw Maidenhead United clinch a dramatic late winner against Salisbury to keep the promotion push alive in the National League South.
Allan Wilson, Managing Director of Wilson Partners, said: ‘This brings people from the local business community together to have great conversations, share ideas and learn from each other. It’s a great setting, it’s local, and it reflects what we’re about as a firm. Finishing the evening by watching the match together adds to that sense of community. It’s business networking, but done properly, relaxed, enjoyable and genuinely valuable.”
To find out more about these events ahead of next season, visit:
or email commercial@maidenheadunitedfc.org
KEEPING IT CALM
CALM DATES
We are encouraging businesses from around the town to get involved in our upcoming CALM partnership events. They are:
Monday 6th April (Easter Monday) - CALM fundraising fixture v Hampton and Richmond (3pm kick-off). A retro themed day with old kits on show and former Maidenhead United legends in the crowd.
Buy your tickets now!
Thursday 2nd July - CALM Golf Day. A great day with other local businesses and members of our team at Castle Royal Golf Club. Email commercial@maideheadunitedfc.org to register your interest.
Maidenhead United is proud to operate one of the most innovative sponsorship models in sport through our partnership with CALM - the Campaign Against Living Miserably, the leading national suicide prevention charity.
This unique front‑of‑shirt sponsorship is funded collectively by nine businesses who come together each season to support CALM’s vital work. Their backing ensures the CALM logo appears not only on our Men’s and Women’s First Team kits, but also across the majority of our junior, academy and performance squads - as well as on shirts worn by hundreds of supporters. The visibility and awareness this creates is significant and deeply meaningful.
In return, participating companies receive:
- Brand exposure across the ground and club digital channels
- Access to bespoke wellbeing tools and resources for staff
- Invitations to networking opportunities
- The chance to support a local club delivering genuine national purpose
- Invitations to CALM fundraising events
- Complimentary staff and client tickets to CALM focused match days.
Our CALM partnership is built on real stories and real impact, addressing an issue that touches many lives. Those businesses who are part of the partnership have used it to engage with their employees about mental health awareness and show their support for a true community club and amazing charity. CALM partnership events have included golf days and all star charity football matches.
With strong interest for next season, we are expanding this model further.
If you’d like to find out what this innovative partnership could mean for your business, please contact sian@maidenheadunitedfc.org.
ON THE MOVE
Club Chairman Peter Griffin, Maidenhead United and England Futsal player Lucindha Lawson and MP Joshua Reynolds
Just before Christmas, Maidenhead United welcomed more than 80 representatives from local businesses and organisations for an exclusive preview of our plans for the club’s most significant move in generations.
We were delighted to host Maidenhead MP Joshua Reynolds, who joined attendees to watch a specially produced film showcasing the club’s community impact and to hear first‑hand about our vision for the future.
To match our ambitions on and off the pitch, the club must move on from a much‑loved but ageing York Road ground that is increasingly no longer fit for purpose. We are now working closely with the council to secure a site at Braywick Park, where we aim to build a modern, accessible home that supports the club’s long‑term growth.
Independent analysis shows the move will deliver a major social and economic boost to the town, and we are committed to ensuring the project benefits all stakeholders including local business.
For more information about the relocation and its community impact, visit Our Future & Your Town - Your Club - Your Community
OFF THE FIELD
Our Men’s First Team have enjoyed a strong run of form and remain firmly in the hunt for promotion from the National League South. Meanwhile, our Women’s First Team are climbing the table following a standout victory against league‑leaders Swindon and are preparing for the final of the Berks & Bucks Cup.
A huge thank you to all our sponsors and supporters whose backing is felt not only on matchdays, but across every part of the club’s community work.
LOOKING FORWARD
There are still partnership opportunities for next season across the club’s activities, and it is so much more than just your name on a board next to the pitch. If you would like to be a partner during this exciting time for Maidenhead United then please get in touch with Sian at sian@maidenheadunitedfc.org
Join us on our journey!
