Cherry Red Records

Cherry Red Records announce new stadium sponsorship of AFC Wimbledon's Plough Lane

We are delighted to announce Cherry Red are the stadium sponsors of AFC Wimbledon’s new ground at Plough Lane.

Cherry Red Records, 24th September 2021 Cherry Red are delighted to announce they are the stadium sponsors of AFC Wimbledon’s new ground at Plough Lane. One of the longest-running ground partnerships in British football, Cherry Red sponsored the team’s old ground at Kingsmeadow and are delighted be taking the partnership to another level.

“AFC Wimbledon has only ever had one ground sponsor – and that’s us,” said Cherry Red Records founder Iain McNay.

“Taking into account our new three-year deal, we will have been the stadium sponsors for almost 20 years. “Most ground-naming deals just last a few years so I guess we’ve broken the mould. In fact, I think it’s probably a record in British football. When we first started, ground sponsorship was practically unheard of in non-League football and it also wasn’t that common in the Football League, either.”

Iain, who also chairs the AFC Wimbledon PLC Board, is an unashamed fan and rarely misses home or away matches. “Nobody had really thought of ground sponsorship when I first suggested it all those years ago – in fact we may well have been the first non-League club to do it,” he recalled. “We started off by paying a relatively small amount and then it gradually grew each year as we rose through the leagues.”

Like everyone Iain, alongside Adam Velasco (Managing Director at Cherry Red),  became increasingly excited as the prospect of moving back to Plough Lane transitioned from dream to reality.

“Of course, I wanted us to be the first Plough Lane sponsors,” he said.

“It makes me feel very proud. I love the fact that we have proved fan ownership can be successful and I love the fact we have overcome so many hurdles and navigated the club to where it is now.

“I love the volunteer culture as well and the way people put in extraordinary hours to help grow something they truly believe in. Cherry Red will be reviving the popular Volunteers’ Away Day which we sponsored but got lost amid all the COVID setbacks.

“Most ground-sponsorship deals are purely business arrangements but that’s not the case for Cherry Red and never has been. It’s always been about supporting the club and helping it thrive.”

Plush new signs have already been designed and Iain can’t wait to see them have pride of place around our new home.

“Everybody I have invited here says the stadium is beyond their expectations. I have travelled around the country and been to most new grounds but so many of them feel soulless. Very few have what I call the sweetness of home.

“We do, though. I think that’s partly to do with the fact we are back in the centre of Wimbledon, and partly to do with the fact our ground is enclosed and not on a ring road or an industrial estate.

“You can feel our stadium has a heart and an atmosphere, and it’s just fantastic when the sound bounces off the walls of the surrounding apartments.”

Adam Velasco said: “It’s fair to say everyone at Cherry Red Records is really excited to be continuing our long relationship with AFC Wimbledon. We are all genuine football fans and we’re delighted to be taking our partnership to another level.”

Cherry Red Records

Founded in 1978, UK independent record label Cherry Red is known for frontline albums from established artists and catalogue reissues from every genre. The label puts out over 300 physical releases a year over fifteen active labels, are the custodians of several unique artist and label catalogue.