Cheltenham Town commercial executive Cam Ward has praised Steve Cotterill’s work ethic beyond the pitch after the Robins’ much improved start to the season.
Cotterill’s impact at Cheltenham extends far beyond his responsibilities as first-team manager, as Ward commented, “Steve’s got a massive influence at the football club. He’s not just the first team manager, he’s someone who, in the best way of saying it, has a lot of power and influence on some decisions that happen.”
There’s no questioning the amount of pride Cotterill has for Cheltenham even 24 years on after his first stint in charge.
As he did then, standards are high for the 62-year-old and it’s showing so far this campaign that his players are buying into the philosophy.
That commitment to maintaining perfection is something Ward has witnessed first-hand, as he highlighted how Cotterill’s expectations stretch well beyond matchdays:
“Obviously, we’ve got the board of directors that work very closely with Steve, but with him, that’s his club.
“He wants everything to be perfect. I’ve never seen a club before where the manager is always asking how behind the scenes of the club as a whole is going on, not just on the pitch,” added the commercial executive.
After nearly three decades with historic club sponsor Errea, Cheltenham have begun a new era with Pro-Direct Soccer and their partnership with Adidas, which formed this summer.
The Robins’ move to their new partners represents a significant change for the club, with Cotterill playing an influential role in securing the new partnership.
After joining in the summer Ward described his new relationship with Pro-Direct Soccer, “I’m involved with it now. I know when it first came about, it was obviously massive for the club to move away from Errea after such a long time with them.
“It just shows where football’s going and where the club’s going really, moving in different directions to try and be the best we possibly can.”
The significance of the new deal is perhaps best illustrated by what it means for Robins’ fans, he continued, “Having a kit with an Adidas badge on is something that, well, I think childhood fans would never have thought they’d ever have.”
With the Robins currently sat fifth in the league table after 14 games, Cotterill has driven his side to within contention of promotion this season.
While supporters primarily see the results on the pitch, Ward’s close involvement with the squad has given him a different perspective on what is driving their progress:
“I’ve worked with three teams now and this squad is something else. They’re not just your typical football players, they’re genuine men who just want to do well for the club, want to see the team succeed.”
