The Manchester Evening News has teamed up with sister city TV channel, Channel M, as the new associate main sponsor of the Salford City Reds Rugby League club.

The new sponsorship deal is part of the MEN’s strategy to support the local community and aims to strengthen the existing partnership with the City Reds.

The team’s shirts and shorts will display both the MEN and Channel M logos for the next three seasons.

The deal also sees the MEN sponsor the Willows Stand for the 2007/2008 season. Channel M’s weekly Code XIII TV show, covering all aspects of the local Rugby League scene, has already been a huge hit with Reds’ fans, allowing them access to behind the scenes footage at The Willows.

Channel M’s other sporting shows include Talking Sharks, a behind the scenes look at the UK’s premier Rugby Union side, Sale Sharks, along with a recently launched show for Manchester City called Inside MCFC.

Chief executive of Guardian Media Group’s regional division, Mark Dodson, says: “We are really pleased to support the Salford City Reds. As Associate Main Sponsor we aim to develop our already strong relationship with the City Reds.

“We are looking forward to the next three seasons and welcome the opportunities that this partnership will bring to the City Reds, the MEN and Channel M.”

The MEN is one of the biggest regional daily newspapers in the country and has a diverse portfolio, including print, online and magazine, in addition to Channel M, which focuses on local entertainment, news and sport for the people of Greater Manchester.