City Link, the UK premium express delivery company, has agreed a record three year club sponsorship deal with Coventry City Football Club.
The agreement with the Championship club, whose home is the award-winning Ricoh Arena, is for an initial three year term commencing from the new 2010/2011 football season in August, with an option to extend the arrangement in the future.
City Link will become the Sky Blues official club and shirt sponsor and has agreed a substantial sponsorship package. The financial details of the sponsorship agreement are commercially confidential but include incentives if the club is promoted to the Premiership within the three year initial term.
City Link succeeds the Cassidy Group as club sponsors. The sponsorship deal with the Coventry based international property developers ends after the final home game of the season against Watford on May 2nd.
The decision by City Link to sponsor Coventry City is in line with the premium express delivery company’s strategy to expand its brand presence in the Coventry area in the future.
The Rentokil Initial plc subsidiary opened a new Depot in Coventry 18 months ago. More recently City Link has announced it is consolidating its national hub operations into Coventry which will become the company’s epicentre for its UK activities.
Over the past 12 months City Link has been building its relationship with Coventry City FC investing in advertising boards and match/player sponsorship.
Stuart Godman Managing Director of City Link commented: "We are delighted to have reached agreement with Coventry City to become club and shirt sponsor from next season.
"Over the past 12 months we have been building a very close relationship with the club and this sponsorship agreement has evolved from our growing partnership.
"This sponsorship is very much a natural fit between our two organisations. Our future strategy is underpinned with an increasing presence for our national operation in Coventry so a sponsorship link with the club is obviously an important part of our plan to focus our future in Coventry.
"Sponsorship of Coventry City will undoubtedly play an integral part in our objective of building the brand presence not only locally in the Coventry area but nationally across our wide depot network.
"This is a fantastic milestone for both City Link and Coventry City FC and we look forward to working in partnership for the future success of the club in its drive towards Premiership status," he added.