SOUTHEND United have announced c2c will be the club’s front of shirt sponsors during the forthcoming 2024/25 season.
The railway’s logo will adorn the Shrimpers kits for at least the next year.
And Rob Mullen, the managing director at c2c, is thrilled to be teaming up with the National League club.
"I’m delighted and I think it’s one of the most exciting things to happen to c2c in a long time," said Mullen.
"It’s a demonstration of the business rebuilding itself within the community and I know so many colleagues will be so excited about this.
"I’m excited too having sat in the stands myself it’s going to be fantastic.
"I can't wait and it was a bit of a no brainer of us.
"There's a real synergy with what both organisations are trying to do.”
The deal is understood to have first been suggested when c2c's head of communication Alice Shimali watched the Shrimpers see off league-leader Chesterfield 2-1 at Roots Hall with a depleted squad back in November.
And Mullen is keen for c2c to help the club get back on track under the guidance of the consortium led by Justin Rees.
"It's great news for the football club and for us to be part of it and helping to re-generate a famous club is such a win for us," said Mullen.
"We're delighted to be part of it and it's just felt like the right thing to do from day dot.
"What I'd love to see now is for this partnership to send a message to the council with regards to what are we doing about signage from Southend Central up to Roots Hall.
"We need to promote the club in the city centre.
"It's a one city club and I think the city should be talking about it far more as a place to go.
"We want to help push it."
Blues' new kits will be released on Friday morning.
And the club's commercial executive Rylee Doe is pleased to be welcoming c2c on board.
"It's a massive coup for us a football club to have a brand like c2c involved," said Doe.
"I remember the first time we met Eleni (Jordan) and Alice from c2c.
"Matt (Mundy) and I took them on a little stadium tour.
"We took them into the changing room and the white board was still up with all the messages of support from the fans on it.
"That's what really sold it."
And c2c agreed to come on board even before the consortium completed their takeover.
"It was done at a time when it could have gone either way with the sale of the club," said Doe.
"The fact they bought into our vision and the fact we're announcing it after the sale of the club has been confirmed is quite fitting really."
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