Cambridge United are delighted to announce Iceni Water as the new shirt sponsors of our Scholars (playing as CRC) in a two year deal which will also see them become key partners of Youth Development and the new, soon to be launched, Cambridge United Youth and Community Trust.

The five-figure deal will run until the end of the 2010/11 season. Iceni will become the official water of Cambridge United FC, providing monthly supplies for the first team and scholars, with fans able to buy Iceni Water from tea bars and bars at the ground.

Business Development Manager Gary Atyes told the website, "This is the latest in a string of high-profile locally based companies to align themselves with Cambridge United. We're delighted to have secured this partnership for our CRC team, Youth Development and the Community Trust. These are three vital engines which will drive the Club forwards in the coming years.

Iceni entered into a major sponsorship with Northampton Saints Rugby Club to coincide with their return to the Guinness Premiership last year.

Brett Fleming-Jones, Managing Director commented (pictured above), "As a Natural Mineral Water Company we are committed to engaging with the wider community to promote both regular exercise and drinking plenty of water as essential components of a healthy lifestyle. Cambridge United, and in particular the programmes they are set to deliver via the new community trust gives us a terrific platform to get that message across to thousands of children across the region and with the Football World Cup looming large on the horizon this is a great opportunity to start getting across the importance of hydration in sport"

For more information visit: www.iceniwaters.co.uk