Waitrose seals Reading FC shirt deal
Waitrose has signed up to sponsor Reading FC, marking the first time a British food retailer has sponsored a major football team.
As part of the one-year deal, which experts estimate to be worth about
£1.5m, the Waitrose name will appear on Championship side
Reading's home and away strips.
A selection of the supermarket chain's food will be sold in the club's
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season-ticket holders.
'Waitrose is committed to supporting the communities in which we trade,
and this sponsorship will take us into the heart of the community in one
of our prime retailing areas,' said Richard Hodgson, commercial director
at the retailer. 'It 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.'
Bracknell-based Waitrose, which is owned by John Lewis Partnership,
replaces Korean electronics brand Kyocera as shirt sponsor.
The supermarket had a 4% share of the UK grocery market last year, up
0.1% from 2006, according to TNS Worldpanel. Sales increased 6.8% to
almost £4bn, for the year to 26 January.
Reading FC, managed by Steve Coppell, was relegated from the Barclays
Premiership to the Coca-Cola Championship in May, following two years in
the top flight.
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