Fora and the U’s – the match of any day

Fora is the women’s team front-of-shirt sponsor and men’s sleeve sponsor and has immersed itself in the broader community and business activities. It couldn’t be more thrilled at the results the partnership is generating.

For the uninitiated, Fora is a globally successful provider of flexible workspace combining high class with commendable flexibility. It began its partnership with United in August 2023, shortly after opening its Cambridge facility in the iconic Station Road sector.

Having provided idyllic facilities for companies of all sizes across the UK and Germany, Fora has been an impeccable judge of the right opportunity – step forward its alliance with Cambridge United.

A Fora spokesperson tells Business Weekly: “As a new business in the area, it was crucial for us to integrate deeply into the local community and partnering with United was the perfect way to do this.

“Cambridge United is more than just a football club with a loyal following; it has an impressive and dynamic business network. We see in United the same drive, energy, and commitment to excellence that we bring to creating exceptional experiences for our members.

“This partnership is a natural fit for our shared values and our focus on community, and it's proving to be a strong, rewarding alliance.”

Fora’s approach in this particular field have proved spot-on as the partnership with the U’s has created a wealth of opportunities beyond just raising the profile of Fora in Cambridge.

Fora’s spokesperson says: “We’ve enjoyed numerous shared initiatives and have been able to connect with local businesses and individuals through the club’s extensive network.

“This collaboration allows us to reach and engage with the community directly, showcasing Fora as more than just a workspace provider, but as a community partner too.

“By aligning with CUFC’s influence and reach we’re able to highlight our values and services to a wider audience, giving us an edge in building meaningful local connections that set us apart from others in our industry.

“Furthermore, our commitment to Cambridge is very much for the long term. From the beginning, we saw Cambridge as a hub of innovation and excellence that aligns seamlessly with Fora’s brand and values.

“Opening our first Cambridge location was a major milestone for us, and our partnership with CUFC reflects this commitment. Cambridge United plays a central role for both the local community and its business environment, and we’re excited to continue building on what we expect to be a long and mutually beneficial partnership.”

The community element of the partnership is very much a differentiator, according to Fora. “Without question, it makes a significant difference. A club that is as embedded in its community as Cambridge United was always going to have strong appeal for us. The club’s foundation does incredible work, and we’re proud to support its efforts.

“We are particularly honoured to be the front-of-shirt sponsor for the women’s team, supporting not just the club but also the growth of women’s sports overall.

“Cambridge United’s commitment to women’s and youth activities, as well as its close ties with both Cambridge University and Anglia Ruskin University, aligns perfectly with our values of inclusivity, empowerment, and community engagement.”

One of the many rewarding aspects of the partnership as far as Fora is concerned has been the opportunity to network and forge fresh partnerships with other sponsors – all potential customers, of course.

Fora says: “Several club sponsors and affiliates are already members of Fora, including companies like stadium sponsor Cledara, SiFive, and Stace. “We also find natural synergies with other club sponsors, often hosting collaborative events at our workspace in Cambridge.

“For example, our Garden Room recently hosted a Women in Business event in collaboration with Anglia Ruskin University. Connecting with fellow sponsors through matches and other club-hosted events has been a fantastic way to strengthen these relationships within the local business community.”

Football generally has proved to be “an outstanding avenue for brand visibility and community engagement, delivering exactly what we’d hoped for,” according to Fora – clearly a fan as well as a funder!

“Through our partnership with Cambridge United FC, we’ve been able to connect with the community, local businesses, and a wide audience, showcasing our brand and values to new groups.

“The diverse opportunities that come with this partnership have allowed us to establish Fora as not only a provider of flexible workspaces but as a true partner in the local community. It’s been a powerful and effective way to promote our business and make a meaningful impact.”

• For more details about Fora, its ethos, facilities and straightforward terms of engagement visit foraspace.com