GILLINGHAM’S shirt sponsorship is going through the roof after the club signed a record £250,000 deal with a housing group.

Mhs homes, formerly Medway Housing Society, is taking over as main sponsor from cross-Channel operator SeaFrance.

However, SeaFrance is not quitting altogether, staying with the club as the so-called “official cross-Channel carrier” to the club and fans.

The one-year deal is worth around £250,000 and there is a renewal option by early 2005.

Paul Scally, the Gillingham chairman, welcomed the deal, saying it was the biggest-ever shirt sponsorship in club’s 110-year history.

He said: “It’s the biggest sponsorship deal the club has ever enjoyed. From the football club’s point of view, it’s the best of both world’s and an exciting day. There’s lots of prospects as we go forward with two great sponsors.

“It’s not a divorce with an old sponsor - it’s a new relationship with a new sponsor and a new relationship with our current shirt sponsors.

“Mhs are based in the Medway Towns and have about 7,000 tenants and are pro-active in the community in many areas we are operating in ourselves.

“It’s a great relationship because we can work together on a host of initiatives that will benefit the people of Medway.

“Everyone is aware of the problems football has experienced since the ITV Digital collapse. Any introduction of a new major sponsor and managing to keep the current sponsor within the football club has to be good business.

“We have to work hard to reduce the deficit and any money that’s surplus at any time goes towards strengthening the squad, which is what we’re all here for in the first place.”

John Sands, chief executive of mhs, said: “It’s a new venture for us and we wanted to see if it does have the benefits that we imagine it will before deciding whether we want to continue.

“We do a little bit of work with Charlton but Gills are our home team and this opportunity to sponsor them comes at a time when we have exciting plans for providing more homes to rent in Medway.

“Part of the mhs group is a charity, which works in particular with young people who find football and sport an attraction proposition.

“We hope the link will help get more people interested in the local community, alongside innovative community support projects we plan to launch.”

SeaFrance managing director Robin Wilkins said: “The partnership was good value but it’s time to move to a different level but we will still be substantial contributors to the club because we are fans as well as sponsors."

Mr Scally added: “The club hold SeaFrance in the highest esteem.”