South Shields FC is delighted to announce that one of the town’s most iconic names, Toney Minchella, has joined its family of sponsors.

The ice cream business’ branding will appear at 1st Cloud Arena in the form of two advertising boards.

A family firm, Toney Minchella owns several outlets, and is strongly established among South Shields’ most popular attractions.

It has eateries at Haven Point, South Marine Park, South Promenade and Whitburn Bents, and has won numerous national awards.

The most recently-opened outlet, Grill Bar at Haven Point, serves a selection of fresh food from the grill. It offers views out to sea and the pier entrance, allowing customers to watch the boats come and go, in and out of the River Tyne.

The partnership with such an iconic South Shields brand further strengthens the club’s links with the town’s business community, which was augmented by the release of a Limited Edition Community Shirt in October.

Toney Minchella was among the names featured on the shirt, the club’s profits from which are being donated to South Shields charity Cancer Connections.

A separate donation of £250 to Cancer Connections will be made by Toney Minchella as part of the company’s support of the club, charity and town.

Minchella’s relationship with the club has grown over recent years, with Dominic Minchella – now manager of the Grill Bar at Haven Point in his family’s business – a South Shields FC Academy graduate who also made a first-team appearance in 2018.

Dominic is pleased that the collaboration has been boosted and that the Minchella name will take pride of place at 1st Cloud Arena.

He said: “We were very happy to support the club as it’s heading in the right direction.

“We are also happy to help out by donating to such a great cause in Cancer Connections.

“To have two boards in the centre of ground in front of the new stand is also a great thing, and we’re very excited about this partnership.”

South Shields FC Director of Business Development and Partnerships Jamie Williams said: “It is with delight that we welcome Toney Minchella as a new sponsor at the football club.

“The family company is a big name within the town, and to be working in partnership with such a well-respected local brand is fantastic.

“Our staff and players regularly visit Haven Point, where we are always well looked after by Dominic and his team.

“Dom was a wonderful member of our Academy, contributing greatly on and off the pitch, and it is fantastic to see the person he has grown into, more than playing his part in the success of his family business.

“We will work with Toney Minchella as much as possible to promote each other’s work as we both share the same goal of giving something back to the community and making the town a wonderful place to be.

“Toney Minchella played a big part in supporting our launch campaign for the community shirt.

“Not only did they champion the shirt and the football club in a positive way, they also showed incredible generosity in donating £250 to Cancer Connections.

“This is further sign that we are entering into a hugely positive relationship with a local business that is run by wonderful people driven to make a positive difference.

“Here’s to a really bright future together.”

South Shields Football Club is delighted to announce that Jamie Williams has accepted the role of Director of Business Development and Partnerships.

Jamie is one of the longest-serving members of staff at the club, having been an integral part of first the junior and then the Academy coaching set-up since September 2016.

His new remit will be centred around developing both new and existing relationships, partnerships and initiatives, with the key aim of helping the club move closer to overall financial sustainability.

Jamie will also have a high focus on matters relating to supporter engagement and the matchday experience, as well as working closely with fellow staff members to ensure they have the best possible opportunities to develop and grow.

South Shields FC chief executive Lee Picton said: “I’ve worked with Jamie in various settings for well over 10 years and he absolutely possesses all of the skills and qualities required to be a huge success in the role he has now taken at the club.

“Our commercial success as an organisation is massively dependent on managing the relationships and partnerships we have within the local business community and beyond.

“Jamie’s ability to connect with people is second to none and he will also provide substantial added value in helping us further develop the staff that already work here.

“I hugely look forward to working even more closely with Jamie and I’m excited to see how he can help us continue to grow.”

Jamie Williams said: “It has been a real privilege to be part of this club for the last five years, during which time I have worked alongside many fantastic people who have been a key reason for the progress we have all seen on and off the pitch.

“I would like to think that during my time at the club so far I have played my own small part in that, and I hope to serve the club well in my new role focusing my attention on growth through partnership working.

“The football club very much sits at the heart of the South Shields community and I hope in this role I am able to champion the excellent work of others across the town and invite them to be a positive contributor towards our exciting future.

“I look forward to the opportunity to connect with club staff, supporters, sponsors and external partners to create and deliver large-scale projects that will positively impact the town, the club and the wider game.”

The club is in the process of identifying and appointing a replacement for Jamie within the Academy coaching set-up.

South Shields FC is delighted to confirm its Academy coaching structure for the 2021-22 season as part of its continued commitment to provide the best possible pathways and learning experiences.

As the Academy prepares to welcome its latest cohort of players alongside returning students, a highly-qualified team of coaches is ready to help influence the next stage of their development.

First-team manager Graham Fenton and joint assistant manager Jon Shaw will continue to support across all aspects of the Academy, with an open environment in place across the club to allow continued collective growth.

Academy manager Wess Brown will lead the 16-19 Academy, whose teams will again compete in the National League Under-19 Alliance and ECFA Premier League next season.

Brown said: “The 16-19 Academy continues to provide a platform for players to excel and move onto our first-team, with three players being offered senior contracts this year.

“The club continues to grow and develop with the first-team moving to a full-time model, Lee Picton moving into a new role as chief executive and Jon stepping into an assistant manager position with the first-team, which has meant a further staffing restructure within the Academy.

“My role continues to be to lead the 16-19 programme and support the development of all children across the club, as well as aligning coach behaviour through our coaching beliefs and playing philosophy.

“Recruitment has gone well even with the restrictions we all faced at the start of the year. We attract lots of interest in our 16-19 Academy and the processes we use take time as we feel that bringing in the right people is key to success.

“We look for certain behaviours on and off the pitch which align to our own, ensuring players and families know the expectations of the club before they step through the door.”

Jamie Williams has moved into a player and coach development role across the club, which utilises his strengths in connecting with others and supporting their progression.

He is working alongside Brown on the future of the club’s youth development programmes and how improvements can continue to be made.

Williams said: “Despite the challenges and stop-start nature of recent seasons we have remained progressively minded and forward thinking as a club to ensure that when the 2021-22 season finally arrives we are well-placed to help even more young players progress through the club’s pathway.

“As well as a number of exciting additions to the club’s player development pathway which are soon to be announced, we are enthused by the new staffing structure that will enable us to offer a more personalised experience for Academy players, with increased staff-to-player interaction and creating even more synergy throughout the club.

“The new full-time model at first-team level will only increase opportunities for the younger players to learn from, mirror and marvel at our senior role models within the club.

“Graham, Jon, Brian Smith and Phil Naisbett have always engaged superbly with the whole Academy and we envisage this support and guidance will only improve over the coming season.

“As well as keeping ‘connection’ strong between first-team and Academy it is our intention to join up what happens at 17-19 with the 12-16 age groups within the football club by adding further coaching support and expertise alongside increased coaching provision.

“When you connect skilled and aspirational young players with skilled and ambitious coaches you have a recipe for success.”

Blair Adams has joined the 16-19 Academy coaching team, ensuring a first-team player will continue to work day-to-day with the club’s young players.

He said: “The Academy has enjoyed a lot of success over recent years and I am delighted to have been given this opportunity to build on that and fulfil a long-term coaching ambition to work within a 16-19s age group.

“The last three years working with Jamie and Wess with the Futures Academy at Mortimer Community College has been a rewarding experience for my development as a coach and I am now excited by the fresh challenges working with the 16-19s will provide for me.

“I am confident my experience in the game will help the players gain success on and off the field.”

Mike Slater now moves into a lead role with the club’s Futures Academy in partnership with Mortimer Community College, supported by new coaching addition Kieren Laverick.

Slater said: “I see the Futures Academy being an ever-evolving programme in order to constantly improve the offering available to our players.

“Fundamentally, this comes down to our coaching and games programme being the best it possibly can.

“This includes opportunities for mixed age training across the 12-16 programme, in addition to the oldest players within the Futures Academy training with the Under-19s, something we have already started with our Under-14s this season.

“For the 2021-22 academic year, we are introducing a programme titled ‘Football+’.

“It is a personal development programme designed for the students to further themselves away from playing football, enabling them to achieve coaching and refereeing qualifications alongside life skills training.

“It is an element of our programme that I am really excited to see start, as I believe it will help us to develop excellent young people as well as excellent young footballers.

“Ultimately, we need to continue trying to have the ‘best school days ever’ and I believe we can do this through the relationships we have with the players in our programme, and our desire to constantly improve.”

Laverick said: “I am excited to be able to support the Futures Academy and the club moving forward as it’s a programme that I have been really interested in over the last few years and have supported on numerous occasions as a volunteer too.

“The opportunity to work with some incredible people – both coaches and players – is something I feel really lucky to have and I can’t wait to give my all to develop new and better opportunities for young players within a club and project that I am so passionate about.”

Picture caption: From left to right, Wess Brown, Jamie Williams, Blair Adams, Kieren Laverick and Mike Slater.