KENT County Cricket Club has signed a new £400,000 sponsorship deal with Faversham brewers, Shepherd Neame.

Fresh from announcing £40,000 losses for the last financial year, Kent chief executive Paul Millman said: "We are delighted to renew our relationship with Shepherd Neame as everyone at the club and our colleagues at the brewery have worked hard to make this sponsorship a success culminating in the National League triumph of the Spitfires last year."

Shepherd Neame, who have backed the club since 1998, will continue to support the National League side under their Spitfire brand, while the county's white strip will now carry the Holsten Export logo.

Holsten take their first steps into cricket sponsorship having previously backed Premiership soccer side Tottenham Hotspur.

A German-style premium lager, Holsten Export is now brewed under licence by Shepherd Neame and will be sold in all St Lawrence Ground bars.

Sales director for Holsten (UK)Ltd, Geoff Bradman said: "We hope the deal will reinforce the brand's strong position in the south east in addition to generating greater visibility throughout then UK.

"We wish the team good luck for the season."

Shepherd Neame's managing director Jonathan Neame, said: "It as a fabulous achievement for Kent in winning the Norwich Union League last season and Spitfire too enjoyed a record year.

"It is the fastest growing cask bitter in Britain and a top-three brand in the take home sector."