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AJ Bell secures Salford City Stadium naming rights

Manchester-based financial services company AJ Bell has agreed a nine-year stadium naming rights partnership with English Premiership top-tier rugby union team Sale Sharks.

The agreement means the Sharks' Salford City Stadium – also home to Salford Red Devils rugby league team – becomes the AJ Bell Stadium.

AJ Bell made its first moves into sports sponsorship earlier this summer, lending its name to the media centre and players pavilion at Lancashire County Cricket Club’s Old Trafford ground and acquiring the title sponsorship to Professional Squad Federation’s Men’s World Championship, which takes place in Manchester from October 26 to November 3 this year.

Salford City Stadium is a purpose-built rugby facility and was opened in 2012, the product of a joint venture between real estate company Peel Holdings and Salford City Council.

Sale plays its first game under the venue’s new title against Newcastle Falcons on Friday night.