Waitrose agreed to become the new shirt sponsor for Coca Cola Championship club Reading FC .
The upmarket grocer has announced a new sponsorship deal with Reading Football Club, making it the only British food retailer to sponsor a major football team.
The £1.5 million-a-year sponsorship agreement will see the Waitrose brand appear on Reading’s home and away kits, while a selection of the retailer’s food lines will also be sold within the club’s stadium and conference facilities.
Reading FC’s season ticket holders will also be privilege to special offers from the retailer .
Commenting on the initiative, Waitrose Commercial Director, Richard Hodgson, said: “Waitrose is committed to supporting the communities in which we trade, and our sponsorship of Reading Football Club will take us into the heart of the community in one of our prime retailing areas.”
“This exciting deal will help us to engage with our customers in a way we haven’t done before and give the brand a much broader exposure on both a local and national level.”
Reading FC Chairman, John Madejski, added: “We hope that this will become a pioneering partnership and we are already aiming to introduce Waitrose food and drink products across the stadium, hotel and conference centre, which we are sure will be well received by our supporters.”
Leave a Reply