Stoke City renew sponsorship agreement with Brittania

Stoke City’s partnership with Brittania will break the record in 2010 as the longest sponsorship relationship in the Premier League. This deal between the club and Brittania, which now forms part of CFS (Co-operative Financial Services) as a result of a recent merger, has been renewed for another 4 years until 2013. The relationship between the two entities started in 1997 when Brittania bought over the naming rights for Stoke’s then newly-built stadium after relocating from the Victoria Ground. Up to this very day, the stadium is named the Brittania Stadium and accomodates 28383 fans.

The stadium naming rights deal runs until 2016, so it is probable that the sponsorship agreement, which now runs until 2013, will be renewed further in the future. The new deal is said to be worth £4 million, taking the amount received from the sponsor in the past years since 1997 to over £15 million. Both entities have contributed to the success of each other, and it is good to see the two parties collaborating for such a long time. Tony Scholes, CEO of Stoke City, and Tim Franklin, Chief Operating Officer of Co-operative Financial Services, heaped praise on the long-term relationship and the success it has brought and will continue to bring.

Tony Scholes – Stoke City

“The tremendous support we have received from Britannia over many years now has played a big part in our success, so we are delighted to extend this relationship and be given an opportunity to build upon all the achievements of the past twelve years.”

“As a partnership, we have worked extremely hard since the start of the sponsorship agreement to put the Club’s supporters and Britannia’s customers at the heart of our product, so both parties are keen for this to continue.”

“The Save and Support account, for instance, is the most successful of its kind in the country with more than 18,000 people holding one of these accounts. That has generated a considerable amount of money for the Club as a result.”

“The level of Britannia’s commitment in extending this agreement also reflects their desire to be part of a Club enjoying a Premier League profile now. Research has highlighted how much Britannia has benefited from increased brand exposure which comes with being associated with a team in the best League in the world.”

Tim Franklin – Brittania

“We are proud to remain the principal sponsors of Stoke City and to be part of this record-breaking relationship.Since 1997, we have stood shoulder-to-shoulder with the Club through the lean times and are delighted to continue our support during one of the most successful periods in Stoke’s history.”

“The relationship for us is all about loyalty and long-term commitment.The new deal will see our partnership extend to almost 20 years and underlines the importance of Staffordshire and its people to Britannia.”

“With Stoke now enjoying Premier League status, our brand has been taken to an even wider national audience, which has already increased awareness of Britannia and contributed to our continued commercial success.”

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