A Newport-based arm of an international confectionary company has become the latest shirt sponsor for Newport County in a deal which will see one of its top brands emblazoned on the home and away strips for the team’s second season back in the football league.

The man behind the deal is Newport-born Richard Williams, who is UK sales director of Hosta Meltis, the UK division of Switzerland-based Hosta International.

Mr Williams, who has followed Newport County for the last 10 years, said the deal had been done in December and the firm had been confident throughout the last few months of the season that Newport County would stay in the league meaning their brand, Mr Tom, a peanut and caramel bar, would been on the shirts not only by the fans at the game, but also on television when the games are featured.

Mr Williams said: “This is not the first time we have been involved in football. During the 1990s Mr Tom was a shirt sponsor at Sheffield Wednesday, and last season we have pitch-side hoardings at Rodney Parade.

“That proved successful for us and we wanted to get more involved with the club so this was ideal.

“We have been based in Newport since 2007 and since then we have been going from strength to strength. Turnover has been going up every year. An opportunity came up for some marketing spend and I am a Newport County fan so it seemed the right choice.

“This is a record deal for Newport County and beats last season’s deal with 32-Red. ”

He said the idea was not just a one-sided one.

“We obviously want to get publicity for our product but we also want to give something back to the club. We are looking to hang around and if we can, we would like to continue our sponsorship for many seasons. We have set up a website called Nuts About The County where fans can visit and sign up for competitions to win match tickets and shirts.”

Hosta Meltis is based at Langstone Business Park, where it moved to in 2007 when Mr Williams took up his role. It employs four people, with 20 sales reps throughout the country.