The manufacturer of pies, pasties, sausage rolls and slices in Caerphilly, near Cardiff, has become the official sponsor of the Bluebirds’ Family Stand in the 27,000-capacity stadium.
The deal includes official partnership status for Peter’s at the Championship club as well as company branding at the venue.
Mike Grimwood, managing director of Peter’s, said: “This is fantastic news for us, Cardiff City and all their loyal fans. We are passionate about Welsh sport and giving families the opportunity to take part in an activity, whether it’s football-related or just simply active fun. We feel our Family Stand sponsorship is a great fit to our business.
“Cardiff City is developing a wonderful reputation as a family-friendly club and we’re thrilled to be a part of that experience.”
Peter's will be hosting match day entertainment as part of the deal, which includes serving samples of new and existing lines from its giant pie mobile, as well as a branded pie-athlete board, a giant target for fans to kick footballs through holes.
Alan Whiteley, chief executive at Cardiff City FC, said: “We’re delighted to have attracted such a strong Welsh brand as a commercial partner. Peter’s is a major employer for our region and a growing business that’s respected across the UK.”
Peter’s is currently the official partner of the Welsh Rugby Union, and supplies the Millennium Stadium in Cardiff as well as Premiership and Championship clubs, Reading and Birmingham City. The firm sells around one million pies at UK football grounds each season.