When c2c and Southend United came together in July 2024, the ambition was always about more than putting a logo on the front of a football shirt.
As two organisations proudly connected to South Essex, we shared a commitment to supporting local communities, bringing people together and creating memorable experiences for supporters. What has followed over the last few years has been an incredible journey, both on and off the pitch.
From award-nominated campaigns and Wembley finals to mental health initiatives, grassroots football and community engagement, our partnership has gone from strength to strength.
The journey begins
In July 2024, c2c was announced as Southend United’s new Platinum (front of shirt) Partner, with the iconic c2c logo taking pride of place across the club’s home, away and goalkeeper kits.
Launching the partnership, Southend United CEO Tom Lawrence described c2c as a “well-recognised and well-respected brand”, while c2c Managing Director Rob Mullen spoke of the shared values connecting the club and railway operator.
“Southend United, along with c2c, is synonymous with the city, and our visions and values for the future growth, prosperity and success of the local area are very much aligned.”
From day one, both organisations committed to working closely together to deliver benefits for supporters and the wider community.
An award-nominated start
Just weeks after launch, our first joint campaign was already making waves.
The innovative ‘Every Journey Needs its Threads’ kit launch film, which celebrated the connection between football, rail and community, attracted hundreds of thousands of views and was shortlisted for a prestigious Football Content Award.
The film went on to be viewed more than 500,000 times and generated engagement from football supporters around the world, helping place both Southend United and c2c alongside some of the biggest names in sport and marketing.
It set the tone for a partnership built on creativity, collaboration and community storytelling.
Supporting mental health together
In October 2024, c2c, Southend United and South East & Central Essex Mind came together to mark World Mental Health Day.
The partnership produced a special awareness film highlighting the importance of mental health and wellbeing, alongside the positive role that sport, exercise, friendship and community can play in people’s lives.
The campaign featured Southend United’s Match for Mind fixture and saw Head Coach Kevin Maher lead a special training session for c2c colleagues on the Roots Hall pitch.
The campaign concluded with a simple but powerful message:
“Together, we are stronger.”
That message has remained at the heart of our partnership ever since.
Creating opportunities for the next generation
One of the most rewarding aspects of the partnership has been supporting young people and inspiring future generations of supporters.
In May 2025, c2c and Southend United surprised the Under-11 girls’ football team from Bournes Green Junior School with a special commemorative Southend United kit ahead of their appearance in the National League Trust Final at Wembley Stadium.
The visit by Kevin Maher and club captain Nathan Ralph created a lasting memory for the players, who had earned the opportunity to represent Southend United on one of football’s biggest stages.
It perfectly reflected our shared commitment to creating opportunities and celebrating local success stories.
Growing impact across the community
Despite the first season drawing to a close following a narrow play-off defeat at Wembley to Oldham Athletic, the success of the partnership was clear to see.
In July 2025, c2c and Southend United announced the continuation of the partnership for a second season, reflecting on an impressive first year together, which included:
- Record replica shirt sales
- A Football Content Award nomination
- More than 33 million social media impressions
- More than £17,000 raised for local mental health charities
- Over 350 supporters from schools, charities and community groups welcomed to matches
- A memorable run to the National League Promotion Final at Wembley
Southend United Commercial Manager Rylee Doe summed it up perfectly:
“Their support has gone far beyond a logo on our shirts.”
Bringing the railway into the story
Throughout the partnership, c2c colleagues, customers and stations have played a central role in many of the club’s creative campaigns.
Southend United’s 2025/26 away kit launch was filmed at Fenchurch Street station, featuring supporters, c2c colleagues and even actor and Shrimpers fan Martin Trenaman.
A year later, the club’s 2026/27 away kit launch once again placed c2c front and centre, with filming taking place at Thorpe Bay station and featuring several c2c colleagues both on and off camera.
These campaigns demonstrated how the partnership had evolved into something truly collaborative, showcasing the people behind both organisations.
Championing sustainable travel
In September 2025, c2c and Southend United joined forces to mark World Car Free Day.
The campaign encouraged supporters to travel by train to Roots Hall and highlighted the environmental benefits of choosing rail over the car.
Featuring midfielder Leon Chambers-Parillon, the initiative demonstrated how football can be used as a platform to promote positive change, helping supporters make more sustainable travel choices while supporting their team.
Taking tens of thousands of Shrimpers to Wembley
The spring of 2026 brought another unforgettable chapter.
As Southend United prepared for the FA Trophy Final at Wembley Stadium, c2c launched its dedicated “Take the Train to the Game” campaign, helping supporters access travel information, ticketing advice and enhanced train services.
Working alongside Greater Anglia and Network Rail Anglia, a major joint operation was delivered to transport thousands of supporters safely and comfortably to the national stadium.
On the day:
- More than 300 services operated into London from Southend
- Additional capacity was provided through longer trains
- Over 91% of services arrived within three minutes of schedule
- Thousands of supporters travelled to Wembley by rail
The effort ensured that Southend supporters could focus on what mattered most: backing the team.
And what a day it proved to be.
Following a dramatic penalty shootout victory over Wealdstone, Southend United lifted the FA Trophy for the first time in the club’s 120-year history.
It was a proud moment for everyone connected with the club and a fitting reward for a remarkable season.
Completing the partnership hat-trick
In June 2026, c2c and Southend United announced the continuation of the Platinum Partnership into a third consecutive season.
The renewal was accompanied by a special film celebrating the achievements of the previous two years and highlighting the impact created together.
By that point, the partnership had delivered:
- Three consecutive seasons as Front of Shirt Partner
- Two Wembley appearances
- Football Content Award and Football Business Awards nominations
- More than 65 million social media impressions
- More than £20,000 raised for local mental health charities
- Hundreds of matchday experiences for schools, charities and community groups
- Ongoing support for projects promoting inclusion, wellbeing and community engagement
As Rob Mullen said at the time:
“Through this partnership, we continue to work closely with the club and local partners, both on and off the pitch, helping to bring the community together and inspire the next generation of supporters.”
Looking ahead
From award-nominated content and community projects to charity fundraising, grassroots football, sustainable travel campaigns and historic Wembley success, the partnership between c2c and Southend United has been about far more than shirt sponsorship.
Together, we have connected supporters, supported local causes, celebrated community achievement and helped create lasting memories both on and off the pitch.
And while we’ve achieved a great deal already, this is still only part of the journey.
Up the Shrimpers.
c2c’s Westcliff and Southend Central stations are both just a 10-15 minute walk from Southend United’s Roots Hall Stadium. So, on home matchdays, be sure to take the train to the game. Plan your journey and book tickets at www.c2c-online.co.uk.