W&DB agrees two-year deal with Derby County FC

Wolverhampton & Dudley Breweries (W&DB) has taken time out from fending off a hostile takeover bid from Pubmaster to announce a two-year deal to sponsor Derby County Football Club.

Marston's Pedigree, Wolves' top-selling ale brand, will become the Premier League club's main sponsor.

Despite the threat of a £453m takeover, the Midlands brewer has paid between £350,000 and £400,000 a year, but that figure could increase, depending on Derby's on-pitch performance.

It's a move which sees two of the region's most famous names team up to forge a partnership that will be well-placed to exploit the opportunities on offer through the world's most recognisable football brand.

Pedigree's logo will feature on the Rams' new playing and training kits in time for the start of the new season.

Derby County's chief executive, Keith Loring, said: "Like Derby County, Pedigree is a popular local brand with a strong national profile and Premiership football is now watched globally by more people than all the other top-flight leagues in the world combined.

"I have no doubt we will develop a mutually beneficial business relationship but, just as importantly, I believe we can have some fun together with a product our fans, and football supporters in general, can relate to."

W&DB brands managing director Martin Womack said: "This partnership is unique - as a marriage of two strong local names with great national aspirations it has all the right ingredients to be mutually beneficial."

Pedigree will be the only draught ale represented in the premiership after Greene King's six-year sponsorship deal was not renewed by Ipswich Town.