Coach company Bayliss Executive Travel has become the first core sponsor of Deal's Astor Community Theatre.

The deal will help cover day-to-day running costs of the venue and extends an existing relationship between the two.

The sponsorship category is a first for the theatre which is keen to recognises individuals and companies which are prepared to commit to the long-term funding of the theatre, rather than one-off donations.

For a charitable operation like the Astor, theatre bosses say this sort of contribution to ongoing running costs is "critical".

The Astor and Bayliss have had a business relationship for many years. Bayliss is a regular advertiser in the theatre’s programmes and the Astor provides it with a marketing and point-of-sale service in the town for its customers.

James Tillitt, the Astor’s artistic director said: “The Astor has been able to attract grants over the years to fund capital projects and developments, but it’s the day-to-day running costs that are a constant source of concern. This new commitment from Bayliss is hugely welcome and I hope this initiative might persuade other local businesses to become core sponsors.”

Alistair Bayliss, managing director of Bayliss, which is based in Eythorne, just outside Deal, said: “I’m delighted to further improve our relationship with the Astor Community Theatre. It’s an iconic landmark in our local community that serves the public wonderfully. I’m excited and proud that they’re as keen as we are to strengthen our already excellent relationship.”