Direct insurer Churchill will be soaring in south London popularity this year after beoming official club sponsor of first division football club Crystal Palace.

The one-year deal, for an undisclosed sum, will see Churchill's name adorn the shirts of the club known as the Eagles, and also includes pitch-side advertising.

Churchill chairman and chief executive Martin Long said: “I am delighted to announce this association between our two organisations. Crystal Palace and Churchill are both active in our local communities and I look forward to a long and fruitful relationship which is successful for both of us.”

The deal is initially for one year with an option to renew. Bookmakers, and one other un-named company were also in the running for the deal.