Deal sees the Swindon Robins renamed as the Excalibur Robins, with riders wearing the company’s colours and sporting its logo on their suits
Vodafone platinum partner Excalibur Communications has become the club title sponsors of the Swindon Robins speedway team for the 2013 season.
As part of the deal the team will be renamed the Excalibur Robins, and the riders will be dressed in purple leathers – to reflect the company’s branding – with the Excalibur logo on the knees, elbows and torso.
Speedway is now the second most watched sport on Sky Sports behind football, attracting millions of viewers for each televised race.
In addition, the team will participate in a European league next season, exposing the Excalibur brand further.
Excalibur will run a number of competitions to win merchandise and tickets for future races and events.
The deal extends Excalibur strategy to sponsor local sports teams and events, having already agreed deals with local football team Swindon Town for sponsorship of the Stratton Bank stand at its home County Ground stadium, its manager Paolo Di Canio and all grade A matches.
Excalibur Communications CEO James Phipps also confirmed the firm is close to agreeing a sponsorship deal with Kent County Cricket Club.
Phipps said: “The brand exposure we will receive from speedway is enormous and it has come at a time when the team is achieving some great success. A lot of our customers are involved in the sporting and leisure space so it makes sense for us to support our local teams and help them grow and attract more people.”