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The home-grown company from the City of Preston, who have already developed a strong brand in the Southern Counties, entered into a three-year deal with the Deepdale board in 2002 to become "The Official Club and Shirt Sponsor of Preston North End Football Club".
It seems we can expect a new and lively approach to sponsorship with 'plate' terminology entering significantly into the promotion of the club. With PNE 1 as the target, New Reg have a FET 15H for Deepdale and view themselves as a CLA 55 act with an ambition to be PAR 7Y to a PNE success story. Get the flavour?
On a more serious note, Steve Jackson, the Managing Director of New Reg said: "I've been looking for ways of marketing the company and as football attracts wide media coverage, the opportunity to grasp the position of primary sponsors at Deepdale and benefit both club and company was an opportunity too good to miss.
"New Reg has experienced great success over the last few years with turnover doubling annually. Anticipated further recruitment from the Preston area will increase staff levels by 50 per cent over the next few months and facilitate considerable expansion plans.
"We've watched PNE make similar progress and share their ambition in seeking to gain promotion to the premiership. The club's success will be our success".