Local law firm Chadwick Lawrence has signed up to sponsor a stand at the John Smith's Stadium in Huddersfield, which is home to the British town's soccer and rugby league teams.
Chadwick Lawrence has taken the rights to the south stand, agreeing a one year deal with stadium operator Kirklees Stadium Development.
The move was described as a natural extension of the company's existing relationship with the stadium operators, for whom it provides legal services.
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Jeremy Garside, a managing partner at Chadwick Lawrence, said: “We are delighted with this new sponsorship agreement. Since becoming the stadium’s legal partners we have forged an excellent relationship and worked closely with them on a variety of legal issues.
“Seen as Huddersfield’s community stadium, our increasing involvement with the venue has been a natural next step. We hope that this new agreement further cements this partnership.”
The John Smith's Stadium is the latest name for a stadium which was built in 1994. It was originally known as the Alfred McAlpine Stadium before being renamed the Galpharm Stadium in 2005, in deference to new sponsor Galpharm Healthcare. In July last year Heineken acquired the naming rights for five years, a deal it has used to promote its John Smith's brand.