Stoke City have today announced a major sponsorship deal with Seddon.

The company has signed-up to sponsor the east stand and has the rights until 2009. It will now become the Seddon Stand.

Seddon has a long connection and history with the Potters, including the sponsorship of the Waddington Suite at the Britannia Stadium last season. In the 1950s, it built one of the main stands at the club's former Victoria Ground.

With its headquarters in Fenton, Stoke-on-Trent, Seddon believes this new deal will allow it to continue to raise its profile on its home turf, and reflect its growing position in the area - and across the UK - as a major player in the construction, painting and maintenance industry.

Seddon chairman, Stuart Seddon, the fourth generation of the family managing the business, said: "We have a genuine commitment to Stoke-on-Trent, which is reflected in this new sponsorship package.

"Stoke City Football Club does a great deal in the local community and we both share a belief in supporting the region.

"We want to be much more than a corporate sponsor and, as part of the deal, we have negotiated a significant number of tickets for community use, as well as player and mascot appearances to take place across the region.

"It is great to see two well-established names in the city join forces for the good of the area."

John Booth, Commercial Manager of Stoke City, said: "Seddon have been a valuable sponsor for several seasons. We have worked in partnership with them, and we are delighted they have stepped up their involvement with the Club. As a main stand sponsor, they are demonstrating much valued support.

"The partnership is not just a commercial one, and we will be developing community based ideas on the back of the deal. Seddon are, like Stoke City, an integral part of the Potteries, and that is something both companies are proud of."

Representatives from Stoke City and Seddon officially signed to the deal today at the Britannia Stadium.