Waitrose announces major football sponsorship deal with Reading Football Club
 

Waitrose, food shops of the John Lewis Partnership, have announced a sponsorship deal with Reading Football Club. The deal will make Waitrose the only food retailer in Britain to sponsor a major football club.

As part of the deal, Waitrose's name will appear on the new home and away kits, and offers will be available to season ticket holders. The retailer is also aiming to provide a selection of its quality food offer in the club's stadium and conference facilities. Initially a one-year contract has been signed, with an option to extend. Reading FC Chairman, John Madejski, commented on his hopes for the future development of the sponsorship. "We are absolutely delighted to announce the start of what we hope will prove to be a long-term partnership with one of the most reputable and respected retail brands in the UK. Exclusive "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. "Waitrose will also be making a number of exclusive offers available to our season ticket holders and we are very pleased that they have shown such willingness to engage with our supporters." Waitrose Commercial Director, Richard Hodgson, added: "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". The Madejski stadium which is Reading's home ground is situated eleven miles from Waitrose's central offices in Bracknell. Exposure "This exciting deal will help us to engage with our customers in a way we haven't done before", said Hodgson, "and give the brand a much broader exposure on both a local and national level. We're looking forward to realising the potential of this partnership in the year ahead." The sponsorship package is seen as supporting Waitrose's ambitious plans for growth, with the retailer aiming to double the size of its business within the next decade.