A Brighton-headquartered company has revealed sponsorship deals aimed at boosting sport and community development.

The Shore Group has entered into partnerships with Brighton and Hove Albion Football Club and Brighton Rugby Club. The firm will become the title sponsor of the 1901 Lounge at the Amex Stadium and will serve as the primary shirt sponsor for Brighton Rugby Club across its men’s, women’s and junior sides.

Lewis Yorke-Johnson, one of The Shore Group’s founders, grew up in Brighton and said the city is integral to everything the company has established. He admitted he never expected to see the company’s name displayed at the Amex.

The sponsorship carries particular meaning for Mr Yorke-Johnson, whose brother Ross represented Albion in the club’s 1997 relegation showdown at Hereford.

James Hobden, another co-founder, said that treating people and local communities fairly leads to something truly valuable.

The company is also introducing a community programme targeting youth employment, providing apprenticeships, training and career guidance for young people in the city.

Mark Gibb, chairman of Brighton Rugby Club, said the partnership extends far beyond placing a logo on clothing. It unites two organisations committed to supporting and strengthening the local community.