Cambridge United midfielder Sam Ives shows off the new kit

A newly-launched weekly newspaper has scored a notable coup after securing a sponsorship deal with its local football club.

Cambridge First hit the streets last month on the same day as its rival Cambridge Now, sparking a circulation war in the university city.

But First has gone one-nil up after Cambridge United agreed to feature its name on the back of the club’s shirts for the next two seasons.

And as part of the package, parent company Archant Herts & Cambs will designing and producing the Blue Square Premier League club’s programme, with all profits going to the club.

Archant Herts and Cambs editorial director Paul Richardson said: “We are banking on the U’s scoring goals so our brand is seen everywhere – and we are confident they will!

“This relationship is typical of what we are trying to achieve in Cambridge; it is based on working together for the long-term benefit of the city and its people.

“We have a progressive, positive agenda and so does Cambridge United.

“It is a natural fit and we look forward to working with the club on new ventures over the next few seasons, which we genuinely believe will be successful ones.”

United’s commercial consultant Gareth Baldwin added: “We are all very excited about this partnership and look forward to exploring its further potential.

“We have seen the exciting new Cambridge First and this is the name which will be displayed on the back of the shirts for the season.”