A Northcliffe daily is sponsoring the kit of its local football club next season.

The South Wales Evening Post has teamed up with Championship team Swansea City, which will carry the title’s logo on players’ shorts and the back of their shirts.

South West Wales Media MD Blanche Sainsbury said: “The new working partnership between the Swans and the Evening Post will bring many benefits to the community.

“I am thrilled that we are sponsoring the team’s kit. It has been several years since we have been involved in this level of commercial support for the club and I am confident that moving forward this relationship will thrive.”

Swans’ chairman Huw Jenkins added: “As a club we learned very quickly that we need a good working relationship with the local paper.

“We both want the same thing, which is a successful local football club.

“What we want goes hand in hand with what the Evening Post want and I’m very pleased we are working together for the good of West Wales.”

Continuing the media partnerships, Swansea City has also lined up Swansea Life – a lifestyle magazine covering the South Wales city and surrounding areas.

Blanche Sainsbury with Swansea City chairman Huw Jenkins and the new football kit