Taskmaster's Alex Horne on the passion behind unique deal with non-league side
Hopefully the jokes will be on Chesham United's opponents this season, but the Generals are game for a laugh.
After agreeing a unique deal with BAFTA award-winning Channel 4 comedy game show Taskmaster, the Southern League Premier Division side have become the first side with a TV programme as their shirt sponsors. And director Alex Horne has never been prouder to put his shirt on his adopted home-town club.
Don't be fooled by Horne's co-presenter on the show, Greg Davies, calling him 'Little Alex' – Horne is actually 6ft 2in and a formidable presence in his own right. Now he wants Chesham United to walk tall wearing the brand he devised, and the signs are already positive.
Taskmaster fans from all over the world are already buying the shirt, and the Generals are reaching a new audience without selling their soul to sportswashers. “As a football fan I understand how important words on shirts are,” said Horne, who has lived in the Buckinghamshire town for 16 years.
“I grew up supporting Liverpool with Candy and Crown Paints dominating my childhood wardrobe. Now, I hope, Taskmaster will be forever associated with my dream team, Chesham United, and everyone will live happily ever after.
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“As far as we can tell, it's the first time a comedy show has been affiliated with a club and it's not about mistakes on the pitch. But a little bit of creativity doesn't go amiss. Ed Sheeran sponsored Ipswich with designs from his Equals album last season and it was the fastest-selling shirt in their history.
“My three sons play for Chesham's age-group youth teams, we did a Taskmaster event at the Meadow last year which made the club some money and this brings me even closer to my local club.
Alex Horne poses in the Chesham United away kit (Chesham United FC)
Greg Davies (L) and Alex Horne are the presenters of Taskmaster (Jeff Spicer/Getty Images)“Without renouncing my support of Liverpool, I feel more distanced from the Premier League's corporate juggernaut. When you go to a game at Chesham United you can bring your dog, bring your kids, have a pint as you watch the game, change ends at half-time and you feel part of the show.
“The joint managers, Michael Murray and James Duncan, have a great connection with the supporters and, in return, they give us a team worth watching.
“At last season's play-off final away at Bracknell, when supporters boarded the coaches they were given a free can of beer from the managers as a thank-you gesture. We were unlucky to lose on the night, but it showed the club's heart is still beating.”
Chesham United have Taskmaster's backing (Laurence Griffiths/Getty Images)Chesham is a town that would be easy to miss, unless you fall asleep on the Tube and find yourself at the Metropolitan Line's northernmost outpost, but there are many worse days out.
A snifter at the Queen's Head, a stroll through the back lanes where the River Chess rises – before our evil water companies can dump raw sewage in the chalk stream – and the Meadow's rural setting form a pleasant backdrop to English football's seventh tier.
The Generals reached the FA Cup second round after winning at Bristol Rovers eight years ago, and former England goalkeeper Dave Beasant is a regular visitor when his son, Sam, is in goal.
Any chance of the Taskmaster himself, Greg Davies, making an appearance? “No way,” laughed Horne. “He hates football with a passion. And I'm not going to argue with him – he's a monster.”
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