Waitrose to sponsor Reading FC
by Jemima Bokaie, Marketing 20-Jun-08, 14:10
LONDON - Waitrose has signed up as shirt sponsor of Coca-Cola Championship club Reading.
The deal, which experts estimate to be worth about £1.5m a year, marks the first time the British food retailer has sponsored a major football club.
As part of the sponsorship agreement Waitrose's name will appear on the Reading's home and away kits. A selection of the grocer's food will also be sold in the club's stadium.
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Waitrose replaces Korean electronics brand Kyocera as the shirt sponsor.
Reading was relegated from the Barclay's Premiership in May, following two years in the top flight.
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