New QPR deal with Lotto Sport Italia could be worth £20m over five years

Queens Park Rangers' new deal with Lotto Sport Italia could be worth as much as £20 million over five seasons, depending on the success of the club as it embarks on its mission to achieve Premiership football. This represents the most lucrative sponsorship deal in the club's history.

Lotto Sport Italia will be providing new home and away kits and training wear for QPR's first team through to the Centre of Excellence, as well as developing additional lines of fashionable QPR branded clothing and shoes. The contract also includes a substantial annual investment for the duration of the contract into QPR's Football In The Community scheme, which will assist the department's continued efforts to improve the standard of living of people within the local area. Andrea Tomat, President of Lotto Sport Italia, said: "We cannot wait to start this new alliance with a team that we feel very close to Lotto. This is an important partnership which will enhance the brand awareness of Lotto, not only in the UK but also at international level, thanks to the worldwide media coverage of English football and in particular of Queens Park Rangers and the club's new owners. "This partnership with QPR will also see both parties develop mutually-beneficial commercial ideas along with new product lines - also for leisure wear - inspired by the team with an unmistakeable Italian touch." Flavio Briatore, Chairman of QPR Holdings Limited, added: "This is the first significant new partnership for the   club since I became involved, and I am very excited about it. Lotto Sport Italia are the perfect fit as our new kit supplier. As a brand, I am certain that their involvement will benefit us on and off the pitch. "I would personally like to thank Mr Tomat and all at Lotto Sport Italia for their efforts, and I look forward to working with them over the next five years as we aim to achieve our objective of returning QPR to the Premiership. "I am delighted with the design of the new team strip, which maintains the QPR tradition of blue and white hoops. I know how important it is to the fans that the hoops remain, and that was always going to be the case." Amit Bhatia, Vice-Chairman of QPR Holdings Limited, said: "We are delighted to be announcing this new partnership. I am confident it will be an important component of our strategy to transform the performance and prospects of the club. "We will wear our newly sponsored and newly designed 'Hoops' proudly as we continue to progress towards our goal of promotion. This is a new era for QPR and we are proud to have Lotto as such an important and strategic partner." The new kit design for next season will be revealed at a later date.