At all levels of football, sponsorship is important.

Even for Premier League giants, strutting their stuff on the global stage, commercial partnerships can potentially make or break a season.

But for AFC Liverpool, sponsorship means nothing short of “survival”. That’s what joint-manager Ben Williams said, when asked about Laduma’s sponsorship of the North West Counties League side.

“For a club of this size, survival is the best way to describe it,” he explained.

“The generosity that Laduma has shown this season has allowed us to pay pitch fees, officials fees, wages for players, kits, training kits, everything. It takes a lot of pressure off the club.

“It’s been a massive, massive help.”

As part of the deal, Laduma’s logo features on the club’s shirts, home and away. And it allows the award-winning tech consultancy to continue building on strong links to local communities across the world.

Wayne Scholes, Executive Chairman of Laduma, said: “AFC Liverpool was created by the fans, for the fans and we are delighted to support the club in continuing that tradition. I want to do whatever I can to help AFC Liverpool showcase the talents of young players on Merseyside.

“Here at Laduma, we have offices in Liverpool, Salt Lake City and Cape Town. In every location, we work tirelessly to develop and support links to local community groups.”

Ben Smith, CEO of Laduma, added: “The sponsorship of AFC Liverpool is about giving back something to the community around us here in Liverpool. They’re not in the Premier league, they’re not the biggest team in the world, but they do represent the community they’re in.

“It’s important for us to do this sponsorship, hopefully see the benefit for the club and feel like we’re supporting this fantastic city that we’re proud to be from.”

Alex Kunawicz, Laduma’s VP of Strategy, is proud that Laduma is supporting its neighbours in Liverpool.

He said: “At AFC Liverpool, you can feel much closer to everything, from the match to seeing the players in the bar afterwards, and as a Liverpool business we are really proud to be involved with a club like that with really strong social values.

“Everything the club embodies and stands for is really admirable. We’re really happy to be a small piece of that.”

Laduma’s sponsorship of AFC Liverpool is much more than a logo on a shirt. It’s supporting a club that typifies the values of this great city.

So yes, it is important.