Peacocks have signed a three-year title sponsorship deal with Cardiff Devils.

The high street fashion retailer have joined forces with reigning Elite League Champions and Challenge Cup champions Devils until 2020.

Peacocks, the Cardiff-based fashion brand, are part of the Edinburgh Woollen Mill Group which currently has over 1,000 UK stores.

Devils’ managing director Todd Kelman describes the deal as a huge step forward for Devils.

“We are pleased to welcome Peacocks on board as title sponsors for the next three seasons,” said Kelman. “This is a strong Cardiff brand that is well-known throughout the UK.

“The fact that they are supporting our club and promoting our sport is great for Devils and Elite League.”

Peacocks head of marketing Wayne Thomas: “Peacocks is a family value retailer with customers up and down the country shopping with us on their local high streets. While we are nationwide brand, we are committed to supporting local communities.

“Devils are synonymous with Cardiff sport and as a Cardiff-based company we wanted to align our brand with them. Supporting our local team is at the forefront of the sponsorship and we believe that this is a win-win for both parties.

“We are looking forward to another great season which includes the Champions Hockey League starting at the end of August.”

The sponsorship agreement will see Peacocks selling Devils merchandise in their Cardiff stores as well as getting behind the Devils to promote the sponsorship and the brand.

All Devils season ticket holders will get a 20 per cent discount at Peacocks stores nationwide. The club will issue details once season tickets are collected in early August.

Ticket information is available on the club’s official website at cardiffdevils.com

Devils have now signed 13 import players and have one high-end forward to add. Lord and Kelman are making strong progress on that front and will make an announcement over the next week.