Maidenhead United FC and Cluberly: A Partnership Rooted in Community

For Cluberly, the partnership with Maidenhead United FC is more than a sponsorship arrangement. It is a full-circle moment grounded in local pride.

The original concept for Cluberly began to take shape while watching a local match in Maidenhead. Surrounded by supporters, local businesses and the unmistakable sense of community that lower-league football delivers so well, a conversation emerged about the financial pressures facing both clubs and fans. That moment of reflection evolved into a simple but powerful idea: could everyday financial activity be channelled in a way that strengthened both individuals and the clubs they care about?

Supporting Maidenhead United was therefore always going to carry particular meaning.

Founded in 1870, Maidenhead United is one of the oldest senior football clubs in the country and plays at York Road, widely recognised as the oldest continuously used senior football ground in England. Competing in the National League, the club has built a reputation for resilience, stability and deep-rooted community engagement. Volunteers, youth development and local partnerships are not side initiatives — they are central to the club’s identity.

What sets Maidenhead United apart even further is its principled approach to sponsorship. Rather than selling the front-of-shirt position to a commercial brand, the club has chosen to feature Campaign Against Living Miserably (CALM) on the front of its shirt. The suicide prevention charity is supported through a collective of local businesses who co-sponsor the position, ensuring that mental health awareness takes precedence over conventional branding exposure.

That ethos resonates strongly with Cluberly’s own mission. As a platform committed to donating 50% of its main revenues to good causes, Cluberly was naturally drawn to a club that has already demonstrated that community impact can lead commercial decision-making.

Cluberly now proudly sits as Maidenhead United’s back-of-shirt sponsor and official partner. The position symbolises collaboration rather than dominance — a partnership built on shared values and long-term vision.

Importantly, this collaboration comes at a time when many supporters are experiencing financial strain. Rising living costs and broader economic uncertainty mean households are reassessing budgets and prioritising stability. Cluberly was created precisely to address that environment. By offering structured savings tools, managed investment options and accessible financial features, the app is designed to help individuals improve their own financial wellbeing.

The model ensures that as supporters strengthen their own financial habits, they can simultaneously nominate their club to receive a share of revenues generated through the platform. It creates a balanced proposition: an app that supports personal financial resilience while providing a sustainable funding stream for the club.

Sian Lancaster, Commercial Director at Maidenhead United FC, commented:

“We are genuinely excited about what this partnership represents. Cluberly is not just another logo on a shirt; it is an innovative platform with the potential to connect financial wellbeing and football in a meaningful way. We have already begun exploring how we can use the technology to deepen supporter engagement and open up new commercial opportunities for the club.”

Those opportunities extend well beyond shirt sponsorship. Discussions between the club and Cluberly have focused on enhancing the digital experience for Maidenhead supporters. Proposed developments include the ability to purchase match tickets directly through the app, access club training courses and community programmes, and receive tailored notifications regarding fixtures, results and club announcements.

The ambition is to create a seamless digital gateway between the club and its supporters — improving convenience, strengthening communication and driving additional engagement throughout the season.

The timing of this partnership is also significant. Maidenhead United has secured approval for a new stadium development, with completion anticipated within the next two years. The move represents an important step in the club’s long-term growth strategy, providing modern facilities and expanded commercial potential while preserving its community identity.

As the club prepares for this new chapter, Cluberly is proud to stand alongside it — not simply as a sponsor, but as a partner aligned with its future.

Kevin London, Founder and CEO of Cluberly, reflected on the journey:

“Maidenhead played a quiet but important role in the early thinking behind Cluberly. The atmosphere, the sense of belonging, the realities facing community clubs — all of that shaped our thinking. To now be partnering with Maidenhead United, particularly a club that puts a charity on the front of its shirt, feels incredibly fitting. We believe this partnership can evolve alongside the club as it enters an exciting new era.”

As Maidenhead United looks ahead to a new stadium and continued progress on the pitch, and as Cluberly continues to expand its platform and features, the partnership represents a shared belief: that football clubs and financial platforms alike can succeed while putting community at the heart of their model.

In Maidenhead, that belief is already taking shape.