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In 2010, HomeServe signed a one-year, £750,000 deal to be the official sponsor of then Premier League club West Bromwich Albion F.C. for the 2010/11 season. The club had previously sponsored a stand at West Bromwich Albion's neighbouring clubs, Walsall F.C. In 2014, HomeServe signed a three-year deal to sponsor the Main Stand at Walsall F.C.'s Bescot Stadium. Later in 2014, it was announced that HomeServe would be the official kit sponsor of Walsall F.C. in a three-year deal. In 2017, HomeServe signed a five-year deal with Walsall F.C.