Southend United’s partnership with c2c started in June 2024 and has grown into one of the club’s most recognisable and impactful collaborations in recent seasons. More than a traditional sponsorship, the relationship reflects a shared commitment to connecting people, supporting local communities and creating meaningful opportunities across South Essex.

At the heart of that partnership is Alice Shimali, c2c’s Head of Communications, who has played a key role in shaping the relationship between the rail operator and the football club.

c2c is the train operator serving the Essex Thameside line, running services between London Fenchurch Street and Shoeburyness. With thousands of supporters travelling along the route every matchday, the connection between the railway and the club feels both natural and authentic.

For Alice, that link between community, travel and football is exactly what makes the partnership so special.

“The shared focus on community is at the heart of this partnership,” she explains. “It would have been easy to make it a straightforward corporate partnership, exchange money and leave it there, but this goes much deeper than that.”

Since the partnership began, c2c has become involved in many aspects of life at the club, supporting a range of initiatives that extend well beyond matchdays at Roots Hall. From community campaigns and charity events to school engagement and commercial activity, the relationship has developed into something that genuinely benefits the local area.

“It feels like such a natural fit,” Alice adds. “We’ve woven ourselves into the fabric of what the club does in the community.”

Interestingly, the partnership itself began in an unexpected way. After attending a match at Roots Hall and after noticing that the scoreboard was broken, Alice reached out to the club to offer support.

What started as a conversation about improving the matchday experience quickly developed into something much bigger.

“It just went from strength-to-strength. I remember the day the first shirts went on sale with the c2c logo on them and just feeling incredibly proud to be part of it. It felt really special.”

That sense of pride has been reinforced by wider recognition of the partnership. In 2024, Southend United and c2c were nominated for Best Branded Content at the Football Content Awards, competing alongside some of the biggest names in global sport and marketing. More recently, the collaboration has also been shortlisted at the Football Business Awards.

“The fact that we were up against such huge brands felt like real acknowledgement of the hard work that has gone into the partnership. We’re working with much smaller budgets and smaller teams than many of those companies, so to receive that recognition was incredibly rewarding.”

For Alice and the team at c2c, however, the most rewarding moments have come from the partnership’s impact within the community.

One standout initiative saw c2c and Southend United support Bournes Green School’s girls’ football team as they travelled to Wembley for a national final, providing them with special kits for what was a once-in-a-lifetime experience.

“When we heard they were going to represent Southend at Wembley on the same day the men’s team were also on that journey, we knew we had to get involved. You could see how much it meant to the girls, the teachers and the wider school community.”

That project reflected the wider philosophy behind the partnership. As a rail provider connecting communities across Essex and into London, c2c sees its role as extending beyond transport.

“Our colleagues are part of these communities, our customers are part of these communities and many of them are Southend supporters too. Bringing the club, the community and our colleagues together makes good commercial sense, but more importantly it makes good community sense.”

That sense of connection is particularly important in modern society, where shared experiences can play a vital role in people’s wellbeing.

“In the good times and the bad, having somewhere people can go and feel part of something is hugely important. We know loneliness is a growing issue, and football clubs like Southend United provide a place where people can come together and feel connected.”

This thinking has also shaped several joint campaigns around mental health and wellbeing. One particularly memorable initiative took place during National Stress Awareness Day, when c2c Managing Director Rob Mullen and then club captain Nathan Ralph spoke openly about how they manage stress in their respective roles.

“The stresses of running a railway company and captaining a football club are obviously very different, but hearing both perspectives made it feel normal to talk about needing support.”

Alongside those meaningful initiatives, the partnership has also produced some unforgettable moments on the pitch. Seeing Southend United run out at Wembley with the c2c logo on the front of the shirts was a particularly proud occasion, while the launch of the original kit campaign remains another standout highlight.

“That first kit launch video was so exciting. It was fun, a bit cheeky and it really captured the journey to Roots Hall and what both organisations stand for.”

As the partnership continues to develop, Alice remains clear about c2c’s long-term commitment to both the club and the community it represents.

“As an organisation, we’re incredibly proud to be a partner of Southend United. The resilience the club has shown through difficult times and the loyalty of the supporters have been remarkable.”

Her message to Shrimpers fans is simple: keep supporting the club and keep engaging with the initiatives that bring the community together.

“And of course, please take the train to your next game,” Alice concludes with a smile.

Everyone at Southend United is extremely grateful for c2c’s outstanding support and is proud to work alongside a partner that is so committed to the club, its supporters and the wider South Essex community.

Connecting Communities: An Interview With c2c Head Of Communications Alice Shimali