Maximo Park are no strangers to jamming - the Newcastle-based band have been making music together for the best part of 15 years.
But having decided on a rather innovative way to celebrate the release of their latest album, the chart-topping group have been introduced to a whole new meaning of the word.
The band recently headed down to Newcastle Roller Girls’ (NRG) practice HQ at the Walker Dome to throw their support behind their local roller derby team.
As fans of the increasingly popular sport will know, the term ‘jam’ in roller derby circles refers to the two-minute periods of the high-energy game during which all the action happens.
Although the band stopped short of donning the requisite helmet and pads worn by the team - opting instead to retain their pop star style for the visit - they did pledge to sponsor the NRG’s first home bout of 2014 in the name of fifth studio album, Too Much Information, which is officially released today.
So when the NRG A and B teams - the Canny Belters and the Whippin’ Hinnies respectively - take to the track against their Manchester Rainy City counterparts on February 8, they’ll be doing it with the support of a bona fide Mercury Music Prize nominee.
Billingham-born Paul Smith, who will also be playing a gig with his bandmates that night at Newcastle’s Bridge Hotel, said: “Ever since I first saw roller derby I’ve been a big fan, so getting the band involved made complete sense.
“We thought it would be cool to sponsor a sports team because I’m a big sports fan.”
And the girls couldn’t have been happier to accept the offer.
“We love the band, so we’re really excited that Maxïmo Park are sponsoring our first home bout of 2014 against Manchester’s Rainy City Roller Girls,” said Missy Pow Pow - aka Marie Roberts - who is vice captain of NRG.
“Roller derby is a real grassroots sport and Newcastle Roller Girls needs support from a wide range of supporters to continue to thrive.
“Our teams work hard and play hard, and we’re always on the lookout for like-minded businesses and individuals to work with us.”
Sponsorship opportunities range from sponsoring an individual player or team and advertising in programmes, to supporting travel or kit costs and sponsoring the ‘sin bin’ (the area where players serve their time when they get a penalty).
Roller derby is a fast-paced, full-contact sport and Newcastle Roller Girls train between three and four times a week.
The league holds monthly home bouts at the Walker Dome (usually the first Saturday of the month) which are open to the public and include stalls and entertainment as well as live roller derby action.
Tickets for the bout on February 8 (doors open 11.45am) and more information on the teams and sponsorship opportunities can be found online at www.newcastlerollergirls.co.uk
To hear snippets from new album Too Much Information and find upcoming tour details, go to www.maximopark.com