Waitrose, the UK retailer, has signed a sponsorship deal with local football club Reading.

The one-year agreement with Reading, which has its home ground 11 miles from the Waitrose head office in Bracknell, will see the retailer’s name emblazoned on the team’s kits.

Waitrose commercial director Richard Hodgson said: “Waitrose is committed to supporting the communities in which we trade, and our sponsorship of Reading will take us into the heart of the community in one of our prime retailing areas.

“This exciting deal will help us to engage with our customers in a way we haven’t done before and give the brand a much broader exposure on both a local and national level.”