City Means Business

Sean Coxon
Jun 16, 2025
2 min read

Cambridge City FC Appoints Shane Whaley as Commercial Director

Club welcomes lifelong fan and global commercial leader to help usher in a new era at Sawston

Cambridge City Football Club is proud to announce the appointment of Shane Whaley as its new Commercial Director. Shane brings over 30 years of sales and marketing experience, along with a deep personal connection to Cambridge City FC.

A former senior executive with brands such as Booking.com, Secret Escapes and GetYourGuide, Shane has led commercial teams across the globe. But his relationship with Cambridge City began long before that.

“I first came to Cambridge back in 2003 to work at Booking.com,” said Whaley. “I didn’t know anyone in the city, so one Saturday I wandered down to a Cambridge City game—and was welcomed with open arms. The warmth of the fans, the sense of community… it stayed with me ever since. I’ve made lifelong friends through this club. It’s always been more than just football—it’s about the people.”

As Commercial Director, Shane will lead efforts to expand the club’s sponsorship base, strengthen ties with local businesses, and grow Cambridge City’s presence both on and offline.

Club Chairman Kevin Satchell welcomed the appointment, saying: “Shane is exactly the kind of leader we need at this moment in our journey. He combines a world-class commercial background with a genuine love for this football club. He knows what we’re about—and he knows how to tell that story to the world.”

With the club now settled into its new stadium in Sawston, the timing is ideal for a renewed commercial push.

“With our new stadium, we have a once-in-a-generation opportunity to rebuild and reinvent this great club,” said Whaley. “We’re already seeing a surge in interest—from fans, from local businesses, from the media. The momentum is here.”

He added: “This is the perfect time for your company to get involved. As a sponsor, your business won’t just gain exposure—you’ll be part of a powerful story of revival and ambition.

We’ve got a passionate and growing fan base, a strong digital presence, and a team both on and off the pitch determined to bring success back to the club.”

For sponsorship enquiries or partnership opportunities, please get in touch with Shane at commercial@cambridge-city-fc.com

4 Comments

Silva Rocka

Apr 17

Getting sponsorship and local business ties right is exactly what drives growth. It reminds me that off-the-pitch admin needs to be just as smooth as the on-the-pitch action, especially for a club with a new stadium to fill. We took a close look at our own back-office setup last quarter and partnered with Metro Sales to streamline our document workflows and printing. It’s not flashy, but having reliable managed print services means we waste zero time on paper jams or chasing down supplies. That kind of quiet efficiency frees us up to focus on actual outreach and building those community connections. Good luck with the new era—excited to see where this goes.

Robbert Claus

Apr 06

I like seeing local clubs backed by businesses because it shows how much solid day to day organisation matters behind the scenes. That is where qr asset tags feel useful to me. Whether it is equipment, stock, or shared kit, small things go missing fast when nobody has a simple way to keep track. I would always rather have a clear system that saves time and cuts the usual confusion than leave people guessing where things ended up.