The University of East London has enhanced its reputation as one of the UK's leading universities for high performance sport with the announcement of a landmark kit sponsorship deal with Lycamobile.

The new partnership with the low-cost international mobile phone network was unveiled on Monday, September 22nd, at UEL's Sports Dock, and is the first ever kit deal secured by UELSports, reflecting, says the institution, its status as the most improved university for sport in the UK.

Under the terms of the exclusive branding deal, the Lycamobile logo will be displayed on the chests of twenty-six UEL team shirts across twelve sports, including football, rugby, cricket and netball.

As well as displaying the logos, the deal means that Lycamobile will be the exclusive retailer of sim cards on all UEL campus sites and will also provide UEL graduate students with employment and internship opportunities.

David Cosford, the UEL Director of Sport, said: "UELSports are delighted to have partnered with such a prestigious company such as Lycamobile for the coming season. Lyca have committed to supporting our twenty-six sports clubs, and their resultant new playing kit will take our professionalism and reputation to a new level.

"Lyca have invested in numerous global sporting events and clubs. Therefore the fact that they are keen to support UEL is testament to how attractive and appealing our sports programme has become. We welcome Lyca as a true partner, and will work together throughout the year to ensure we capitalise on our sporting successes".

Lycamobile Chairman, Subaskaran Allirajah, added: "Lycamobile's sponsorship of the UEL sports teams demonstrates our commitment to excellence in sport and development through sporting endeavour. We also very pleased to be able to provide UEL students with everything they need to stay in touch with friends and family while at UEL, no matter where they are in the world".

Also in attendance at the launch was Professor Lord Patel, Bradford UEL's Director of Strategic Partnerships and Senior Advisor to the Vice-Chancellor. He said: "The UEL is based in East London and has a long and proud tradition of supporting development in this part of the capital. Thus there is a natural synergy with Lycamobile, a company that started in East Ham just 14 years ago. They, like us, are based in East London, but with an international focus. Together we are expanding our global reach".