Reading Football Club announced that Waitrose, the food shops of the John Lewis Partnership, will be the new club sponsors for the 2008/9 season.
A one-year contract has been signed with an option to extend and the deal will make Waitrose the only food retailer in Britain to be club sponsor of a major football team.
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As part of the deal, the Waitrose name will appear on the new home and away kits, and offers will be available to season ticket holders.
The retailer and club are also aiming to provide Waitrose food in the stadium and its conference facilities.
Reading FC Chairman, John Madejski, commented, "We are absolutely delighted to announce the start of what we hope will prove to be a long-term partnership with one of the most reputable and respected retail brands in the UK.
"We hope that this will become a pioneering partnership and we are already aiming to introduce Waitrose food and drink products across the stadium, hotel and conference centre, which we are sure will be well received by our supporters.
"Waitrose will also be making a number of exclusive offers available to our season ticket holders and we are very pleased that they have shown such willingness to engage with our supporters."
After announcing that Waitrose are the Club's new sponsor, Commercial Director Pat Coyne revealed, "We are planning to launch the new kits in July.
"We're aiming for the team to play in the new away kit in the friendly at Didcot on 12th July, and for the new home kit to be unveiled at the friendly with Aston Villa on 2nd August."
Waitrose Commercial Director, Richard Hodgson, added, "Waitrose is committed to supporting the communities in which we trade, and our sponsorship of Reading Football Club will take us into the heart of the community in one of our prime retailing areas.
"This exciting deal will help us to engage with our customers in a way we haven't done before - and give the brand exposure on a national level.
"We're looking forward to realising the potential of this partnership in the year ahead."
Royals fans can expect to get their first glimpse of the new playing kits early next month.
