Football Shirt Culture.com

Brighton and Hove Albion announced that IT First will be the new club main shirt sponsor for the 08/09 season.

The deal was agreed between chairman Dick Knight and IT First CEO Paul Goldsmith in early May - but has been kept under wraps while the Sussex-based firm re-branded the company in light of the new sponsorship deal.

The image shown is of Albion's new third kit. The new home kit will be unveiled at Albion's first home friendly of 2008, Gary Hart's testimonial match against Charlton Athletic on Saturday 26th July, and the new away kit at the match with Ipswich Town on Tuesday 29th July.

Knight said, "Firstly, I would like to thank Paul, his fellow directors Mark Fiettkau and Simon Gregg, and everyone at IT First for taking on this prestigious role with the club. In their previous guise as Technical Response, IT First were already a very valued supporter on the commercial side, as well being personal fans.

"Over the past five years they have been real friends of the Albion, particularly in backing our community learning programmes and the Seagulls Club.

"Paul and I have worked together closely on the re-branding exercise, and just as Skint embraced the shirt sponsorship, so too has IT First and they are worthy successors.

I believe a club shirt has never before been used to launch a company re-brand, so it's apt that 'first' is the new logo."

Goldsmith added, "As an Albion fan, I am fulfilling a dream: it has been one of my biggest ambitions to one day have the company on the shirt of the club I have supported all my life. It is with great pride that we take on this sponsorship and I am now looking forward to the coming season."