Reading Football Club has introduced Village Hotel Club as their new hotel partner and expanded their back-of-shorts collaboration with local Berkshire company CRL Fire and Flood Damage.
The transactions take place under the new management of American billionaire Rob Couhig, who bought the financially troubled club in May as it narrowly lost out on the League One play-offs.
Village Hotel Club just purchased the former Crowne Plaza site in adjacent Caversham Bridge and is currently undergoing a multimillion-pound restoration.
Typical hotels in the group include a health and wellness facility, Starbucks, and a pub and grill that will broadcast all Royals games live.
Rob Lees, general manager of Village Hotel Club Reading, stated, “Village and Reading FC have great ambitions for the future, and this sponsorship demonstrates our commitment to supporting local community initiatives and developing community spirit.
“We are really happy to work with Reading FC and help the team achieve its goals. We look forward to bringing fans to the Village Hotel Club Reading later this year.
“This collaboration marks an exciting step forward for Village as we continue to expand our partnerships with dynamic sporting brands and events.”
Rob Couhig added, “We are happy to have Village Hotel Club on board and would want to thank them for their ongoing support.
“We share the same community values, and we look forward to working with them throughout the 2025/2026 season and beyond.”
Maidenhead’s CRL Fire and Flood Damage, a family-run business with over 20 years of experience in fire, flood, and impact damage repair, is extending its relationship for a third year.
CRL’s director, Charlotte Lewis, stated, “CRL is thrilled to announce the first team back of shorts sponsorship, as well as our branding around the Select Car Leasing stadium for a third season.”
“We are really happy to see our branding on the back of the first team’s shorts and around the stadium.
“All the team at CRL Fire & Flood Damage are very excited for the first game and upcoming season ahead.”
Reading FC’s head of commercial, Tim Kilpatrick, added: “We’re delighted to have CRL back on board as our back of shorts partner for the 2025/26 season.
“Their continued support demonstrates the strength of our relationship and shared commitment to the local community.”
“CRL has been a valued partner over the years, and we’re excited to help further elevate their brand as part of our ongoing journey together.”
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