F&C is to sponsor newly promoted Birmingham City in the Premiership.
The three-year sponsorship deal starts next month and includes shirt sponsorship and a range of other club activities.
This is not F&C’s first dabble into football sponsorship, with the firm in its third year sponsoring the League Managers Association, the union for football managers, as well as a partnership with Hibernian FC.
F&C head of retail distrib-ution John Yule says: “Birm-ingham City has long been known as a very ‘community focused’ football club whose brand values and aspirations to succeed, we believe, closely match our own. Football is unquestionably the most popular sport in the UK and as such appeals to the majority of our client base.
“Its popularity makes sponsorship a very powerful tool for raising the company’s profile by offering unrivalled and unique brand awareness opportunities for more than 40 weeks a year on a local, national and an international level.”
Birmingham City FC managing director Karren Brady says: ” We have reached the stage where a fresh, even more dynamic and lucrative sponsorship was essential to our continued development.”