The Week: Brand news - Waitrose in Reading tie-up

Waitrose has replaced Kyocera, the Korean electronics brand, as the official shirt sponsor of Reading Football Club.

This is the first time a British food retailer has sponsored a major football club. The deal, estimated to be worth £1.5 million annually, will see the grocer's name on the club's home and away kits. Reading, a Coca-Cola Championship club, has also agreed to sell Waitrose food at its ground, the Madejski Stadium. The supermarket's headquarters are in nearby Bracknell.