THE SAVE and Support Account was hailed as the most successful in English football when Stoke City and Britannia announced that one of the game's longest-running shirt sponsorship deals was being extended by another four years.

Not only does the affinity scheme have 18,000 account holders, it has generated almost £7 million in commission for the Potters since it was launched as part of the strong association which has been formed between the Club and sponsor.

It is therefore an important part of a partnership strengthened further by a new agreement worth approximately £4 million which means Britannia, now part of the Co-operative Financial Services, continue as Principal Club Partner to 2013.

The new shirt deal will sit alongside the current 10-year stadium sponsorship agreement, running until 2016. With the continued income from the Save and Support Accounts, it makes the new shirt sponsorship deal even more lucrative and means Britannia's backing for the Potters over a 20-year period could well exceed £15 million.

It is a measure of the commitment from both sides to make the sponsorship deal as rewarding and as successful as it has been, all of which has been a big contribution to the achievements of both the Club and Britannia in that time.

City's Chief Executive Tony Scholes commented: "The tremendous support which we have received from Britannia over many years now has played a significant part in the Club's success, so we are delighted to extend this relationship and be given an opportunity to build upon all the achievements of the past twelve years.

"As a partnership, we have worked extremely hard since the start of the sponsorship agreement to put the Club's supporters and Britannia's customers at the heart of our product, so both parties are keen for this to continue.

"The Save and Support account, for instance, is the most successful of its kind in the country with more than 18,000 people holding one of these accounts. That has generated a considerable amount of money for the Club as a result."

He added: "The level of Britannia's commitment in extending this agreement also reflects their desire to be part of a Club enjoying a Premier League profile now. Research has highlighted how much Britannia has benefited from increased brand exposure which comes with being associated with a team in the best League in the world."

Tim Franklin, Chief Operating Officer of the Co-operative Financial Services, commented: "We are proud to remain principal sponsors of Stoke City and be part of this record-breaking relationship.Since 1997, we have stood shoulder-to-shoulder with the Club through the lean times and are delighted to continue our support during one of the most successful periods in Stoke's history.

"The relationship for us is all about loyalty and long-term commitment.The new deal will see our partnership extend to almost 20 years and underlines the importance of Staffordshire and its people to Britannia.

"With Stoke now enjoying Premier League status, our brand has been taken to an even wider national audience, which has already increased awareness of Britannia and contributed to our continued commercial success."

*You can find out more about Stoke City savings online at www.britannia.co.uk/scfc

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