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Brighton & Hove Albion have teamed up with Sussex County Cricket Club for a sporting partnership which will see both clubs taking advantage of closer working ties in off-field activities.
The new tie-up will include promotional and marketing initiatives, merchandising and more regular liaison between club staff from various departments.
Albion chief executive Paul Barber said, “It makes great sense for the two clubs to work together. As our season draws to an exciting end, the cricket season is just beginning.
"It's an opportunity for us to help promote cricket throughout the summer, while Sussex will promote our new season in July and August.
"Undoubtedly, working together will benefit the wider community of sports fans and will enable us to bring elite football and first class cricket to a greater number of people.”
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Just as he was at the recent Young Seagulls Open Day, Sussex CCC mascot Sid the Shark will be joining Gully at the forthcoming game against Blackpool, while supporters can also purchase the latest Sussex Sharks replica shirt in the Seagulls Superstore from Easter Monday.
Zac Toumazi, chief executive of Sussex County Cricket Club, added, “Whether you follow football or cricket or both, this is good news, and to be honest it is overdue.
"We have two great professional clubs in this city and it makes absolute sense that we share knowledge, expertise and reach into the community to help make the Sharks and Seagulls as successful as possible, both on and off the pitch."
To view the full Sussex CCC fixture list please click here.