KENT Reliance Building Society is in negotiations with Gillingham about becoming the club's new shirt sponsor.

High-level talks have been held between society chiefs and Gills chairman Paul Scally over a deal.

Kent Reliance, the fastest-growing building society in the country, hopes to take over from existing sponsor mhs homes when the contract comes up for renewal before the end of this season.

It is not the first time that Kent Reliance, which now has assets of £1.6billion, has bid to sponsor Gills’ shirts.

In 2000, chief executive Mike Lazenby thought he had a deal but it was scuppered by cross-Channel operator SeaFrance who sailed in with a higher offer. It did not bid for the next contract won in 2004 by mhs.

Mr Lazenby said: "I can confirm we are in discussions with Gillingham Football Club over shirt sponsorship."