Cherwell Software announced it made a “major” investment into two well-known sports teams, to increase its UK profile.

The global leader in IT and enterprise service management solution, which provides IT services to several British companies such as Sky Betting and Gaming and the National Trust for Scotland, features on the first team football and rugby kit worn by players of Reading football club and London Irish RFC.

Cherwell recently received a US$50million investment boost from global investment firm KKR, and has tripled its sales organisation in the EMEA region resulting in a £1million move to a new HQ at Green Park, Reading.

“This exciting sponsorship of both teams challenging in their respective divisions mirrors our efforts as a challenger brand in the competitive IT service sector across the region,” said Patrick Malaperiman, vice President EMEA of Cherwell Software.

“It’s very special for us to support popular local teams that share the same venue and we are looking to play our part in making this a successful season for both the Royals and the Exiles,” he added.

Cherwell branding will be seen by an estimated 1.5 million supporters attending games at Madejski Stadium this season in the Sky Bet Championship and Aviva Premiership.

“We’re thrilled to join forces with a forward-thinking organisation like Cherwell,” said Ron Gourlay, chief executive at Reading FC.

“To have a club partner based so close to our stadium will benefit both parties enormously. We look forward to working with Cherwell in what promises to be an exciting season for the club,” he added.

Written from press release by Leah Alger