Investment and Sipp platform AJ Bell has secured a nine-year stadium naming rights partnership with Sale Sharks Rugby Club as part of a move to expand its sponsorship links and reach consumers.
The deal will see what was previously called Salford City Stadium re-branded and re-named AJ Bell Stadium.
AJ Bell has begun a sponsorship programme in recent months with deals already announced to sponsor Lancashire County Cricket Club and the World Squash Championship.
AJ Bell sees the partnership as integral to its plans for sustained growth as it looks to continue to build brand awareness. The regional and national exposure that Sale Sharks and the AJ Bell Stadium offer were key in the company's decision making.
The 'all year-round' nature of the stadium will offer community engagement with the stadium also home to the newly re-branded Salford Red Devils and with news emerging recently that the majority of Manchester United U-21 fixtures will be played at the venue.
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Billy Mackay, marketing director of AJ Bell, said, "We are delighted to put our name to this first-class sporting facility and to be associated with a club with the pedigree of Sale Sharks.
"We were impressed by the club's appetite for success, something that resonates well with all of the people within our business. We are sure that the partnership will help both parties realise many of our future ambitions."
Mr Mackay continued: "We are also keen to use the deal to help raise awareness of the cancer support charity Maggie's. The charity is well known to the people at AJ Bell but perhaps not to a wider audience. With this in mind we are pleased to announce that the North Stand will be known as Maggie's Stand. AJ Bell and Sale Sharks will be delighted to provide support to help further raise the awareness of such a deserving charity."
Andrew Lamb, head of commercial sales for Sale Sharks, added: "We have been working tirelessly on this project to ensure we came to the right deal with the right partner for the club and the area. AJ Bell is a thriving, successful company with national reach and strong roots in Manchester and their company philosophies match those of Sale Sharks. With the exciting developments planned for the area in and around the stadium site, the AJ Bell Stadium will continue to grow into a true all year-round sports and events venue."