Reading has reached an agreement with Waitrose for the supermarket to extend its shirt sponsorship deal until the end of the 2014-15 season – an announcement that will provide the club with a welcome boost ahead of its impending relegation from the English Premier League.
Waitrose has sponsored Reading since 2008 and is the only food retailer in the UK to have such a deal in place. The confirmation of the extension will see Waitrose branding continue to appear on the team’s home and away kits, while the supermarket will also supply food for players at away matches. In addition, season ticket holders at the club will continue to have access to special offers in Waitrose stores. Reading was promoted from the Championship last season, but its relegation from the top flight, along with Queens Park Rangers, has already been confirmed.
Rupert Thomas, Waitrose director of marketing, said: “We have established an excellent relationship with the club, which has enabled us to bring our brand to new audiences both locally and nationally. Reading is a true family football club, which shares our same brand values, especially with regards to community engagement.”
Pat Coyne, commercial director at Reading, added: “We are looking forward to building on the successful partnership we have enjoyed over the past five seasons and are proud that our logos will continue to appear alongside one another on our shirts.”