Sleeve Sponsor: Say that 5 times fast.

It's no secret that North Queensland Fury have gone from strength to strength this season. All the talk this week has been about struggling A-league clubs, most prominently the Newcastle Jets, who, after an attendance of just under 7k might not be here come the end of season.

But the Fury yesterday unveiled yet another new sponsor, The CEO Circle, whose logo will appear on the right sleeve of the Fury strip. It is a one year deal with a 2 year option. Why, then, are this North Queensland team able to continue signing sponsors, when the Jets couldn't find $2 in their couch, and Adelaide United can't even find an owner?

The Football Sack announced last month that Fury had signed a 3-year sponsorship with People Resourcing. This latest deal proves that the club's management are getting a lot of things right.

John Karagounis, Managing Director and CEO of The CEO Circle, says; “We are delighted to be associated with such an exciting, values driven organisation, committed to making a real difference in the community."

The recognition NQF are receiving from their engagement with the community highlights how important this element is, not solely for the impact on the turnstile, but also in winning corporate sponsorship. Perhaps most significantly in their community outreach was last season's Save The Fury campaign, which saw a dramatic boost in memberships for this season. Crowds may still be below a satisfactory level up in Townsville, but at least they are more stable.

What does this signal for the Newcastle Jets? Yes, that community engagement is key. But moreover that good management is essential. The Jets has been known to be ill-managed, long before these financial woes were uncovered. Perhaps it is time for a re-shuffle for Con Constantine's team.

Or will that just further the instability at the club?