Premier League new boys Brighton & Hove Albion have signed sports fashion retailer JD as their first shirt sleeve sponsor.


JD’s logo will feature on the left sleeve of Albion’s home, alternate and third kits, with this season being the first where top flight clubs can create brand partnerships to advertise on player shirt sleeves.


The JD logo will feature on the sleeve for the first time when the Seagulls host West Bromwich Albion this Saturday on the south coast.


JD will receive a host of marketing rights around the American Express Community Stadium, online and social.


Brighton’s Chief Executive Paul Barber said: “This is another exciting partnership for the club and we are delighted to welcome JD as our first ever shirt sleeve sponsor in the Premier League.


“JD is an instantly recognisable brand amongst football fans and we are looking forward to seeing their logo on our shirts for the first time this Saturday.


“They join our list of high-profile partners at the club, and we are excited to be working with them over the coming season.”


JD Group Marketing Director Stephen White said: “JD are delighted to become their first shirt sleeve partner of Brighton & Hove Albion.


“Off the pitch JD lives on the shoulders of our customers across the UK through our iconic duffle bag and we hope to have the same effect with the Seagulls’ shirt sleeve.


“Through our partnership with Brighton & Hove Albion, we’ll be a major part of their debut season in the Premier League and connect with fans in the city and beyond.”