Leeds United net new deal after U-turn by sponsor

Massimo Cellino watches Leeds United in pre-season action against Shelbourne. PIC: Jonathan Gawthorpe
Massimo Cellino watches Leeds United in pre-season action against Shelbourne. PIC: Jonathan Gawthorpe
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A long-standing sponsor of Leeds United has buried the hatchet with the club – just weeks after claiming the Whites had become an “embarrassment” under controversial owner Massimo Cellino.

Crosswater Group chairman David Hance e-mailed Cellino in June to say the bathroom fittings firm would not consider further sponsorship deals while he remained at Elland Road.



But, in a surprise move, United today announced what is being described as a “new extended commercial partner agreement” with Crosswater.

The deal sees the firm becoming the official sponsor of Elland Road’s West Stand, with Crosswater branding being placed on its roof and external wall.

Mr Hance said: “Following the e-mail that I sent to the club in June, I have now had the opportunity to meet with [Leeds] 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.

“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 e-mail might have caused to either the club or to Mr Cellino personally.”

Mr 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.

“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.”

Crosswater has held commercial agreements with United for the past decade, most recently sponsoring the players’ tunnel at Elland Road.