Altrincham have announced a major breakthrough on the commercial front after securing a lucrative shirt sponsorship deal with national online retail specialists AO.

After more than a decade of having their shirts sponsored by J.Davidson, Alty will head into the 2024/25 season sporting a brand-new kit bearing a new name after the launch of an exciting partnership that has been formed with a view to the long term.

AO are Bolton-based but renowned as one of the UK’s leading electricals retailers, and their backing for the Robins is a real feather in the club’s cap as they bid to go one better than last season’s promotion near-miss, when they finished fourth in the National League only to lose out in the play-offs.

Vicky Monk, group marketing director at AO, said: “We’re delighted to join forces with Altrincham at such an exciting time in their history.

“The club have gone from strength to strength in recent years, moving up two divisions and becoming a full-time professional club, and we’re proud to support the next steps of their journey.”

“This sponsorship underpins our commitment to supporting local sports and connecting with people across the region. We eagerly anticipate the positive impact it will have.”

J.Davidson are continuing to support the club after agreeing a new deal to carry on as stadium sponsors, and Alty’s chief executive, Sam Mackenzie, said: “The longevity and commitment from both sides in this new partnership will mirror the successful ongoing relationship we have with J.Davidson.

“We recognise and acknowledge the invaluable contribution J.Davidson have made and continue to make to the club, and we value it greatly.

“It wasn’t altogether straightforward making the decision to change, and I want to thank J.Davidson for their understanding and continued commitment to both the club and the community.

“There can be no doubting, though, that this is a significant development for the club, a positive and exciting one.

“We are talking about a national brand with a great presence throughout the country, and that is definitely something we will benefit from.”