Leeds United announce extended Crosswater deal

Leeds United have signed an extended deal with long-time commercial partner Crosswater, part of homeware group Bathroom Brands plc.

The agreement, which makes Crosswater the official sponsor of the West Stand at Elland Road, comes after group chairman David Hance severed ties with the club and said the commercial relations would not resume while controversial owner Massimo Cellino remained.

However, Mr Hance has this week buried the hatchet to strike a new sponsorship agreement with the Championship side.

The Crosswater brand will now feature on the roof fascia and external wall of the West Stand, where it will be visible from the main London railway line into Leeds. The branding will also be visible from the M621 that passes Elland Road.

Commenting on the deal, Mr Hance said: “Following the email that I sent to the club in June, I have now had the opportunity to meet with executive director Paul Bell.

“During the meeting I was able to express my concerns, and a wide range of matters and issues regarding the club were discussed at length.”

He continued: “Throughout the meeting I was reassured that the Club is now operating on a solid platform and that the Club is once again looking forward. Subsequent to the meeting, I was able to speak in person with chairman Massimo Cellino, to whom I apologised for any damage that my email might have caused to either the Club or to Mr Cellino personally.

“As a long-standing supporter of the Club, it was never my intention to damage the reputation of what I still consider to be the greatest football club in England. I am therefore delighted to increase my firm’s long-standing support and sponsorship of the Club into next season with sponsorship of the West Stand.”

Leeds United’s executive director, Paul Bell, said: “We are delighted that we have reached a positive outcome with Crosswater and that we will continue our long-standing commercial partnership for a further season.

“The new agreement with Crosswater now means that all four stands at Elland Road are once again sponsored and the Club will enter the new season with a strong portfolio of commercial partners.”

Mr Bell added: “We look forward to activating all of our partnerships throughout the season, providing great offers to our supporters and return on investment for our partners.”