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