Blackburn signs Crown Paints as major sponsor

LONDON - Premier League club Blackburn Rovers has signed Crown Paints as its new main sponsor in a three-year deal reported to be worth up to £5m.

From the start of next season, Blackburn Rovers' players will run out with Crown Paints branded on their shirts.

The club's agreement with current sponsor, Bet24, is due to finish at the end of this season.

John Williams, Blackburn chairman, said: "This deal gives us the opportunity to work with a major national brand with the added benefit of a strong local connection.

"We were looking for a long-term relationship with our new sponsor and this agreement forms part of a broader communications strategy for both of us."

The move by Crown marks a return to Premiership football after more than 20 years on the sidelines. It used to sponsor Liverpool in the 1980s.

Howard Luft, managing director of Crown Paints, said: "We are a local company but we have a national client base and we want Crown Paints to become synonymous with Blackburn Rovers, who in recent years have enjoyed continued success in what is arguably the most popular football league in the world."