SWINDON Town has announced Bartercard will be the club's 'principal partner' for the 2021-22 season.

The financial trade exchange company takes over from Swindon-based travel company Imagine Cruising, who have been the club's main kit sponsor since 2014.

Town say Bartercard's imagery will appear on the front of both the home and away first-team kits, replica shirts, and all training wear after agreeing the deal.

As part of the agreement, Swindon also noted that Toura Toura Festivals will become the club's training wear sleeve sponsor for all first team playing and management staff.

Swindon join League Two rivals Oldham Athletic as EFL club's who are sponsored by Bartercard.

In a statement regarding the deal on the club's website, Swindon's head of commercial Danny Lee said: "This has been an in-depth process with the club speaking to a variety of potential partners to find the most suitable candidate for us.

"Once discussions were underway with Bartercard we were impressed by their professionalism, their drive to succeed and ultimately their vision for the partnership.

"We have been working extremely hard to make positive changes in terms of technology and to push the club forward, and this partnership embodies exactly this.

"We are excited to work with the team at Bartercard for this upcoming season and beyond."

Meanwhile, managing director of Bartercard, Chris Kirby said: "It is an honour to be working with Swindon Town F.C and an even more immense privilege to be their principal partner.

"We are incredibly proud to see our brand on the front of their shirts. The new ownership, coupled with the forward vision of the club, was prominent when speaking with Danny, and I know the future of Bartercard will be brighter with the presence of Swindon Town.

"We have also invested our closed-loop digital currency into the club and a significant cash sum, allowing the Robins to purchase products and services from Bartercard Merchants without cash. Thus help free up the club’s cash flow for other projects.

"We are keen to speak with any businesses in the area who may be interested in hearing more about how we can help improve their cash flow by bartering with 55,000 members of our Trade Exchange."