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.”