Stoke have extended their shirt sponsorship deal with Britannia by another four years.
The Potters have secured a new agreement worth almost £4 million which means Britannia, now part of the Co-operative Financial Services, will continue as their principal sponsors up to 2013.
The relationship is the longest sponsorship Stoke have ever had and from 2010, will be the longest shirt sponsorship in the Barclays Premier League.
The deal extends the shirt sponsorship to up to 16 years and means the overall relationship, which commenced back in 1997 when Britannia secured the naming rights to the new stadium, will span almost 20 years.
Tim Franklin, Chief Operating Officer of the Co-operative Financial Services, said: "We are proud to remain the principal sponsors of Stoke City and to be part of this record-breaking relationship.
"Since 1997, we have stood shoulder-to-shoulder with the Club through the lean times and are delighted to continue our support during one of the most successful periods in Stoke's history.
"The relationship for us is all about loyalty and long-term commitment. The new deal will see our partnership extend to almost 20 years and underlines the importance of Staffordshire and its people to Britannia.
"With Stoke now enjoying Premier League status, our brand has been taken to an even wider national audience, which has already increased awareness of Britannia and contributed to our continued commercial success."
