English Super League club Hull Kingston Rovers has agreed a deal for estate services company Sewell Group to become the naming-rights sponsor of its Craven Park stadium.
Sewell Group will replace Hull College in the role, with the latter to shift its focus to more community-based projects with the club.
As part of the agreement, the stadium will be officially known as Sewell Group Craven Park moving forward.
Paul Sewell, chair of Sewell Group, said: “We see this partnership as another great way of giving back to the community which we’ve been part of since 1876. We know the fantastic work Hull KR do in the local area to support and improve the health and wellbeing of the community, through the fantastic schemes they run. We’re delighted to be able to support this, and the club, in their journey on the eve of their 140th anniversary.
“The heart of our business strategy has always been to deliver value for the communities we serve, creating opportunities for people, supporting communities, charity groups and pioneering initiatives to support people who need it. This partnership will allow us to continue to do so, alongside the many other initiatives we support across the region.”
Hull KR chief executive Paul Lakin added: “We are delighted to welcome the Sewell Group as our stadium naming-rights partner. They are one of Hull’s biggest employers with an outstanding reputation, having been named in the Sunday Times 100 Best Companies to work for in the UK.
“This partnership holds true to their East Hull roots whilst delivering brand exposure throughout the North of England where they have several offices, and we are very grateful to all the directors for their support.
“We also look forward to supporting and enhancing the work Sewell Group do in the local community, whilst providing a platform for their Sewell on the go brand within the stadium bowl to promote their 13 convenience stores across the region.”
Hull College replaced local communications provider KCOM as the naming-rights sponsor of Craven Park from the start of the 2020 season. KCOM also previously sponsored the MKM Stadium, home of rival rugby league club Hull FC and Championship football team Hull City.
Craven Park has a capacity of 12,000. Last year, Hull KR set up a temporary 3,000-seat stand at the stadium to maximise fan attendance while COVID-19 restrictions were in place.
The club also launched a new Craven Streat project, which transformed the area around Craven Park on match days. The concept included live stage entertainment, a marquee with bars, local independent street food and a big screen.