Britannia, now part of Co-operative Financial Services (CFS), will continue as Stoke City’s principal club partner to 2013.
The relationship is the longest sponsorship that the team has ever had and from 2010 will be the longest shirt sponsorship in the Premier League. The league’s longest current shirt sponsorship deal is Carlsberg’s 17-year association with Liverpool but it finishes at the end of this season and LFC will then partner with Standard Chartered.
The new shirt deal will sit alongside the current 10-year stadium sponsorship agreement, running until 2016.
Tim Franklin, chief operating officer of Co-operative Financial Services, says: “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.
City’s chief executive Tony Scholes adds: “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.”
Britannia has unveiled research among football fans nationally that showed that the business’s name was among the 10 best known brands in the Premier League.