Basketball: Sponsorship extension is validation that Leeds are becoming a Force for good

Jermaine Sanders in action for Leeds Force.
Jermaine Sanders in action for Leeds Force.
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Fresh from causing an upset victory in the capital on Sunday, Leeds Force received another boost yesterday when they secured major sponsorship for the next two years.

The third-year BBL club – who won 92-81 at London Lions at the weekend – have signed a two-year partnership with the Esh Group, their principal partner for the last two seasons.

Leeds Force fans

Leeds Force fans

The deal will see the property development company – which also has a title partnership with successful BBL franchise, the Newcastle Eagles – retain its position as shirt sponsor and undertake a range of joint community initiatives.

The partnership is validation from outside the sport that Leeds Force are doing a good job both in promoting basketball, and in competing at the top level in this country.

Moving forward, the club need further investment from within the Leeds area to help strengthen their chances of competing at the top end of the BBL. Mark Mills, Leeds Force chief executive, said: “As we continue to improve our position in the league it is great to know we have the backing of a great company like Esh Group. The partnership goes beyond a simple sponsorship deal and sees both teams working together on making a difference in the community.”

Brian Manning, chief executive of Esh Group, said: “Leeds Force share our commitment to supporting the local community.”

Danny Nelson. (Picture: Bruce Rollinson)

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