Missing Bean Coffee Roasters, has been nominated for a Sponsorship or Partnership of the Year award at this year's Football Business Awards, one of football's most prestigious business recognition events.
The nomination places Missing Bean alongside partnerships involving major household-name brands, including MG Motor UK, Monzo Bank, Coral, and Intuit QuickBooks, demonstrating that community-led, locally rooted partnerships can compete on the same stage as major corporate sponsorships.
A Partnership Rooted in Community
The nomination recognises Missing Bean's partnership with United Run Dept., Oxford United FC's official running club, which launched at the start of 2025. United Run Dept. was established with a clear mission: to connect Oxford United with local, forward-thinking, community-focused businesses and find meaningful ways to reach new audiences and bring people together around the club.
Missing Bean became the running club's first-ever partner, with café locations serving as welcoming meeting points for runs and community events. The partnership has delivered tangible results for both organisations. United Run Dept. has benefited from an association with one of Oxford's most beloved independent businesses, while Missing Bean has gained significant exposure to new customers through the club's fanbase and a programme of digital and event-focused content. Runs hosted at Missing Bean cafés have driven a 16% uplift in sales, demonstrating clear commercial impact alongside community value.
The collaboration has extended beyond the running club too. Missing Bean and Oxford United jointly created Can We Talk?. Can We Talk? has since become part of our full range of fresh coffee beans coffee lovers can shop online. The blend was developed in support of the club's suicide prevention and mental health awareness campaign, with proceeds going to the Joey Beauchamp Foundation. It's a partnership that goes well beyond brand exposure, reflecting a shared commitment to the Oxford community.
About the Football Business Awards
Launched in 2012, the Football Business Awards celebrate excellence across football business, CSR, and governance, attracting 500 attendees to their annual ceremony. The judging panel comprises chief executives of football clubs, professional football associations, and grassroots organisations.
Gold, Silver and Bronze Awards will be presented at the ceremony on Friday 15 May 2026 at The Brewery, London.
