Brighton & Hove Albion has secured a significant increase in the value of its sponsorship deal with American Express, which includes naming rights to the English Premier League club’s home stadium.

Brighton and the financial services provider confirmed a “multi-year” extension late yesterday (Thursday) to continue calling the venue the Amex Stadium, prolonging a partnership that began in 2010 ahead of the facility’s official opening a year later.

Since initially agreeing the stadium naming-rights deal nearly a decade ago, the company has expanded its partnership with the club, assuming shirt sponsorship rights in 2013 and then naming rights for Brighton’s training ground in 2014.

Aside from the 30,750-capacity stadium, the new agreement also includes an extension of shirt sponsorship rights and naming rights for the club’s Elite Football Performance Centre.

Reports have suggested that the new deal is worth at least £100m (€108m/$121m) over 12 years. The original 10-year deal for the stadium naming rights only was reported at the time to be worth a total of £4.5m.

Brighton has only confirmed publicly that the extension is the most valuable in the club’s 118-year history.

“We believe the breadth and longevity of the partnership is unrivalled in the sporting world,” Brighton chief executive and deputy chairman Paul Barber said. “American Express has been a long-standing, loyal and supportive partner for close to a decade already – and together we have been able to achieve so much for the club’s supporters and the local community.

“The company’s continued commitment to the club and to our community reflects our shared long-term vision and demonstrates its belief in our approach and ambitions for the future.”

American Express is one of the largest private-sector employers in the club’s local area.

Image: Julian P Guffogg