"We're football daft," proclaimed the chief executive of new Gillingham sponsors Automatic Retailing.

John Crichton (pictured) was given a tour of Priestfield after the Newcastle-based company agreed to back the League 2 side for the 2010/11 campaign.

Mr Crichton said: "We’re mad keen football fans and what a fantastic set-up there is at Gillingham.

"We’ll certainly be coming down to support the Gills – it’s great. We can’t get away from the fact that we’re Newcastle United fans but this will be our second team.

"Football is a passion, we all know that, and we love it. It’s great stuff.

"We’ve got a great love for football in the north-east and we always love our second team as well. We have been very impressed by Gillingham and the welcome has been superb. It’s been thoroughly enjoyable so far."

Having witnessed his own team’s quick return to the Premiership last season, Mr Crichton is hoping the Gills can also bounce back at the first attempt.

"It’s a fantastic time to come and we’re hoping they can do a Newcastle," he said.

Gills chairman Paul Scally was impressed by the sponsors’ passion for the game.

"The nice thing for us is that they are real football people," he said. "Krbs were great sponsors but they weren’t massive football people. I think it makes a difference."