The multi-team deal will see Vertu Motors joining forces with Middlesbrough FC and Sunderland AFC, two of the region’s most-loved football clubs, as the company seeks to continue to build engagement with supporters in its heartland.

The deal will see Vertu Motors become the Official Car Retailer for each club in the current 2021/22 seasons.

All the deals incorporate matchday activation, digital opportunities, and player appearances throughout the partnership, while there will also be a focus for the brand on ensuring PR and marketing activations across the season.

Robert Forrester, Chief Executive of Vertu Motors, said: “We are delighted to expand our football sponsorship portfolio with two historic and much-loved clubs in the North East.

“Sunderland and Middlesbrough both have huge support and demonstrate a real commitment to their respective communities, which is fundamental to how we want to promote our partnerships, with a number of our car dealerships also located in proximity of both our new club partners.

“We look forward to working closely with them to bring the Vertu Motors brand to their audiences and support their various football initiatives across the region.”

Sunderland AFC’s Chief Operating Officer, Steve Davison, added: “We are delighted to welcome Vertu Motors as an official partner of Sunderland AFC. Vertu are an established and respected national brand and they are renowned for their commitment to quality service and customer care.

“Based in the North East, they have an ever-growing presence within the region and we look forward to working with them to establish a strong and lasting partnership.”

Lee Fryett, Head of Commercial at Middlesbrough FC, said: “We are delighted to welcome Vertu Motors to Middlesbrough Football Club as a club partner.

“We are excited to work with the Vertu Motors group and are proud to be partnering with of one the largest automotive retail groups in the UK.”

The addition of the two football clubs expands Vertu Motors’ partnerships in sport, which include deals with the Newcastle Eagles basketball team and naming rights for the Eagles’ Vertu Motors Arena in Gateshead, close to the brand’s headquarters.

Vertu Motors also holds a partnership with the Professional Footballers’ Association for the PFA Vertu Motors Fans’ Player of the Month Award across the next two seasons.

North of the border, another of the wider Group’s brands, Macklin Motors, has partnerships with Hibernian FC, Heart of Midlothian FC and is a Community Partner of Celtic FC.