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Scarlets point to merits of novel shirt sponsorship model

Welsh Pro14 rugby union club Scarlets has entered into a partnership with Pencnwc Holiday Park, the latest in a slew of brands to sign a shirt sponsorship deal with the Llanelli-based team.

The length of Pencnwc’s deal with the club was not disclosed but it will at least cover the 2018-19 Pro14 season.

The club has now signed 18 shirt deals for the new season, something it says has increased sponsorship income by 70 per cent. Pencnwc’s branding will feature on the back of the team’s home shirts.

Scarlets’ head of commercial Nathan Brew said, according to the Daily Mailnewspaper: “The continued support from local and national companies is the lifeblood of the region’s success and we’re very much looking forward to another successful season both on and off the field.”

Wealth management group Juno Moneta will serve as the club’ main sponsor, with its logo to feature on the front of Scarlets’ shirts.

The club will adopt a different strategy for its away kit, which will promote the Welsh regions of Ceredigion, Pembrokeshire and Carmarthenshire. Each region will be represented on the club’s away kit for one season as part of a three-year commercial strategy.