Stoke City, the Premier League soccer club, has been handed a major boost after Britannia agreed to pay some US$6.5 million to back the team over the next four years.

Stoke, the second oldest professional soccer club in the world, was promoted to the top flight of English soccer in 2008 for the first time since 1985, and secured survival in its first season. This year, the team sits ninth after 12 games - an impressive enough performance to persuade Britannia to renew its shirt sponsorship. Britannia has backed the club, and had naming rights to its stadium, since 1997.

"The tremendous support we have received from Britannia over many years now has played a big part in our 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," said Stoke chief executive Tony Scholes. "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."

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"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. 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," he added.

"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."