Royals sign up new sponsor … for its shorts!

IT’S SHORTS weather – and Reading Football Club is celebrating by being bottoms up.

Club Chairman Sir John Madejski was at the stadium that bears his name to announce a new sponsorship deal for the Royals shorts.

From next month, the players will wear shorts bearing the name of Basingstoke-based company The Legend Alliance, the first such deal for the club.

Royals Chairman Sir John Madejski and The Legend Alliance’s Head of Sales & Marketing Craig Stimpson teamed up to announce the deal on Wednesday, July 10.

Speaking from the pitchside, Sir John shared his excitement for the deal.

“I think this is extremely exciting,” he said. “Reading Football Club was formed in 1871 and I don’t think they’ve had a shorts sponsor before.

“You’ll see [their logo] all the time when the players score.”

Speaking to Reading FC’s website, Craig said he was pleased to be backing the ever-popular side.

“We’re delighted to have this opportunity to be a prominent sponsor of Reading Football Club for the 2013/14 season,” he said.

Sir John was particularly pleased that The Legend Alliance is local, and the company joins Bracknell-based shirt sponsors Waitrose as firm supporters of the Championship side as they plot a swift return to the Premier League.

“I think it’s wonderful,” the chairman said about the partnership. “Reading Football Club is a well-known club, it’s a great community club and it’s a great time [for The Legend Alliance] to get involved.”

And Sir John – who has been chairman since 1990 – is really looking forward to the coming season whjch kicks off on August 3 with a home game against Ipswich Town.

“It’s going to be an exciting season in the Championship as we seek to get back into the Premiership as soon as possible,” Sir John said.

The Legend Alliance deal came about because they were fans of the club and Sir John is pleased that that the club’s support is still as strong as ever, despite last season’s relegation.

“The fans stayed together,” he said. “A lot of fans are looking forward to the championship and that bodes well for the club.”

“We’re enjoying a very, very exciting time.”

Sir John is also full of praise for the club’s new manager, Nigel Adkins who took charged towards the end of last season and is busy reshaping the team as it plans its promotion push.

“He’s a cracking gentleman and we’re very happy to have him here,” he added.

PICTURE: Lynda Bowyer