Alliance partner Microtrading swaps blue for orange as it rebrands to Air IT

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Microtrading Ltd, a longstanding IT partner of the Sport and Recreation Alliance, has announced the retirement of its name and branding after fully integrating with Air IT.

There will be no changes to the team which is based in Birmingham, and the service will remain at their usual high standards - the main changes are purely aesthetic. They chose to join the Air IT group due to their shared values and ethos.

The merger means that services such as communications, business intelligence and managed cyber security can be introduced, in addition to their existing IT management offering.

Meanwhile, Microtrading will bring to the table their extensive knowledge and insight into the sport and recreation sector which makes up a significant portion of their client base.

Cyber security should be a huge priority in the sports sector – most organisations hold sensitive data such as medical and performance records and even more have online booking and payment systems, which heightens both the risk and impact of a potential cyberattack.

Martin Lindsey, Chief Operating Officer of the Sport and Recreation Alliance, said “Microtrading are a valued longstanding partner of the Sport and Recreation Alliance and we look forward to the continuation of this partnership under the Air IT group.  We welcome the new opportunities that this partnership will bring in supporting both our own IT needs and those of our members over the coming years.”

Andrew Penlington, joint Managing Director of the formerly known Microtrading added, “After four decades as Microtrading, it’s a significant change, but the team are excited to start our new chapter as Air IT.

“Becoming part of the Air IT group has been a smooth transition and we are excited to reinforce this by taking on Air IT’s signature orange. Though we might look different from now on, we are pleased to say that there will be no changes for our clients in terms of the everyday support and high standards of service they expect from us.”

John Whitty, CEO of Air IT, said: “The sports sector has been one of the hardest hit by the pandemic but technology is one of the main ways that organisations can continue to engage with their communities, which means that IT and cyber security remain as important as ever. We are thrilled to have the Birmingham team on board and I am confident that our combined capabilities will result in an enhanced experience for our clients across the UK, particularly in the sports sector.”

About Air IT: Founded in 2005, Air IT delivers managed IT and communication services including IT managed support, cyber security, business intelligence services, business continuity and cloud digital transformation.  In September 2020, Air IT announced its acquisition of Microtrading and London-based Netstar, shortly followed by Coventry-based Nexus GS and Oxford-based Riverbank IT Management. Multi award-winning, Air IT is widely recognised as a leading UK MSP by industry experts such as CRN, Cloud Tango and Channel Futures. For more information, please visit

About Microtrading:  Based in Birmingham, Microtrading is one of the most established and respected IT support, service and solutions companies in the UK. Founded in 1981, Microtrading has maintained its position at the forefront of IT solutions for almost 40 years. Providing managed IT support services and predominately Microsoft cloud-based solutions to SME clients in the West Midlands and beyond, it has an enviable track record in the sport and recreation sector. They work with a variety of SRA members including England Hockey, Volleyball England, and Active Partnerships.