Cambridgeshire lollipop lady funded by advertising

A Cambridgeshire lollipop lady is being funded by a private company in return for wearing its logo on her jacket.

Cambridgeshire County Council previously funded the position at Crosshall Infant School in St Neots.

Andy Swallowe, crossing patrol service manager, said "imposed austerity measures" forced the council to "think outside the box" to maintain services.

Sponsoring company Premier Plus said it was "innovative marketing" that allowed it to contribute to the community.

It is a team of independent financial advisers, based in St Neots.

Mr Swallowe said: "I've still got the same number of staff but less money to pay them.

"When a private company comes along and offers to sponsor one of our 60 crossing patrols, that gives me the opportunity to ensure funds are given to sites that really are in need."

He said he hoped other companies would come forward to help the council maintain its "vital services".

The £4,000 per year funding pledged by the company will pay the salary of the lollipop lady as well as a small amount towards administration and training.

A spokesman for the company said: "It's about getting our name out there, of course.

"But in these straitened times we all have to be more socially aware".