York City sponsors Benenden interested in community stadium rights

The York-based healthcare provider announced this week that they will continue backing the Minstermen for the next three years - a period that encompasses the proposed move to Monks Cross in 2018.

And group marketing director Lawrence Christensen has suggested Benenden would consider extending their support for sport in York at the proposed arena.

He said: "The stadium offers a phenomenal opportunity for any business wanting to be a part of it. If you asked me, whether we would want to name a football stadium or a rugby stadium, I would say not really but, because of how it will touch people's lives being open from Monday to Monday as a community stadium and not just at weekends, it really resonates with our whole thinking regarding York. I would certainly be proud for the company to be involved in that way, if such a wonderful opportunity arose, because it will attract new people to sport and the club will have a greater outreach for its Foundation work.

"On one level, it will be a chance to play football and rugby on a better pitch and in better surroundings but, for me, it's a symbol that the city of York are taking the importance of sport seriously. What makes the project special, as well, is that it will be a community venue.

"The NHS are devolving services there and there will be a whole range of activities there, such as swimming, tennis and badminton, to draw people towards a healthier lifestyle and also do things as a family unit, such as go to the cinema, which is important to us as well."

Benenden have been widely praised for outlining their commitment to the Minstermen at a time when a return to non-League obscurity beckons, but Christensen pointed out that, how the club conducts itself away from the playing field in terms of its Foundation work, meant an end to the company's four-year association was never on their agenda.

"Ever since we first became involved with York City, it's always been about our long-term partnership and how we can make it better," he explained. "As a mutual, our organisation isn't just bound by what happens this quarter or year.

"We obviously want return value for our members, but we always look beyond the present and try and develop a strong relationship and our track record in the city proves that. It's never been just about the shirt.

"We don't want to slap the logo on and that be the extent of our support. It's great exposure and, of course, we want more people in York and across the country to hear about Benenden, but we're attracted by what the club does off the pitch, as much as on it, with all their Foundation work so, when the team are going through difficulties, we won't be walking away.

"We want to be here through thick and thin and the Foundation forms a huge component of what we at Benenden do with the club, working in schools throughout North Yorkshire. We have helped with anti-bullying initiatives, assisted in tackling anti-social behaviour and promoted healthy living and wellbeing, using education through sport.

"All that community activity drew us to York City like a magnet. Should relegation happen, it will hit the club as much as the fans, but they will continue the Foundation's phenomenal work and that's what we are behind.

"In some clubs, it would be the first thing that goes, but that's not the case at York City and, partly because of our involvement, it doesn't have to be. Don't get me wrong, I want them to be in League Two challenging for promotion but, if the worse happens, as an eternal optimist, I will be hoping for two more Wembley finals on our way back.

"If you put aside the bitterness of relegation, as citizens of York, we should be proud of the amazing work the club does in the community, which I believe is equivalent in calibre to that of a Premier League club. I know, for some people that doesn't mean anything and it's all about results but, while we also feel it when the team is not doing well, success can be measured in many different ways and we won't walk away from what is a great family club.

"I remember when the club got to the play-offs under Nigel Worthington and there was a pitch invasion, but the stewards were actually helping people on to the pitch and so many of those celebrating were mums and daughters.

"That speaks volumes and is the essence of York City for me. In difficult times, you have to cling on to that identity."

Despite this season's struggles, Christensen is a firm believer that chairman Jason McGill and current manager Jackie McNamara remain the right people to deliver future success for the club and hinted that Benenden might also help finance next season's reserve team.

"I have 100 per cent faith in Jason McGill and faith in the manager," he declared. "It's very difficult to take over what another man has left and that's the situation Russ Wilcox inherited to a degree as well.

"If you take a responsible view, I feel the manager was picking up a poisoned chalice and you've got to give him a season to put his vision in place. Football isn't an easy world to inhabit and I have sat down and listened to Jason and Jackie's vision of what they want to do with the pathway from youth set-up, through the reserve side and into the first team.

"They don't have a magic wand, but you have to give them that time because you need continuity and longevity in a manager. We might also help by getting involved with the reserve team.

"We would like to help young players make that transition to the first team because, having young players you can call upon, can be the difference between winning a game or not. Every club in the country follows that model and it's the right one."

The size of Benenden's financial commitment to City cannot be revealed due to commercial sensitivity but, along with providing funds for the football team, funding has been ring-fenced for Foundation purposes too.

Rather uniquely in the modern era, City's chief sponsors can also boast a genuine connection with Bootham Crescent.

"We love being part of the club and so many members of our staff are York City fans right up to the chief executive and chairman," Christensen pointed out. "As part of the deal, we get season tickets and they are sought after, with members of Benenden staff always at every game."