Age Partnership has entered into sports sponsorship for the first time.

The Leeds-based company is now aligning itself with the over 50s market and believes it can develop this through sports sponsorship. It will be a club partner of Yorkshire County Cricket Club and a sponsor of Leeds Rhinos for the 2018 season.

Andrew Thirkill, executive chairman of Age Partnership, said: “During the last 12-months we have expanded our product offering to include services such as insurance, funeral plans, standard mortgages, savings and investments. These are all designed specifically for the over 50s audience, but unlike our core products of pension income and equity release are not targeted purely at the retirement market.

“As such we felt it was imperative to reposition ourselves, and after extensive customer research we concluded that ‘Age Partnership – the over 50s money experts’ was the perfect branding with which to take the company forward; encapsulating as it does our new product offerings, and historic brand values of being both professional and knowledgeable.”

He added: “Our target market has expanded significantly and ‘live’ sport really is the perfect platform through which to target this new demographic. A significant percentage of those watching rugby league and cricket, both in the stadium and on TV at home, fall into this age category and will be in a position to take advantage of the products and services which Age Partnership are offering them.”

Rob Oates, commercial director of Leeds Rhinos, said; “Age Partnership is an asset to the city of Leeds and the wider Yorkshire area. As a club we’re proud to have such a forward thinking, rapidly growing national brand and local employer on board for this season.

“We hope to continue working with Age Partnership for many years to come with our own successful brand helping further support the company’s impressive growth plans.”