Peter’s Foods has just signed 10 new contracts with major professional football and rugby clubs to sell its Premier range of pies, pasties, rolls and slices in their grounds.

The manufacturer now supplies 28 clubs and says the new signings, which include Birmingham City, West Ham United, The Ospreys and London Wasps, will push sales of its products in stadia across the UK to more than one million products.

John McAughtrie, national account manager at Peter’s Foods, said: “Securing contracts with top-flight Premier League clubs, such as Birmingham City, really broadens Peter’s appeal and reach among thousands of football and rugby fans.

“Our business model for stadia means that we invest in the clubs to primarily help them drive food sales, while supporting them through extra initiatives, such as perimeter advertising and match-day sponsorships.”

He said Peter’s had a 100% track record of increasing food sales at the stadia it supplies nationwide, with Sheffield United already increasing sales by 33% in the first year of its partnership with the firm.

McAughtrie added: “An interesting business spin-off from these partnerships has seen us generate additional listings for Peter’s within various foodservice outlets and retailers that are located in close proximity to the stadia.”

Peter’s plans to sign up a further 20 stadia by the end of 2011.