Wolves fans will be allowed to ‘smoke’ electronic cigarettes during matches at the club’s stadium, as part of a new sponsorship deal announced today.
E-cigarette company SKYCIG has signed a two-year deal to become an official partner of the team.
The partnership includes permission for the company’s products, which allow users to inhale nicotine vapour without smoke, to be sold and used in certain areas of Molineux Stadium, on Waterloo Road, in Wolverhampton. Like alcohol, the use of e-cigarettes will be restricted to concourse areas.
SKYCIG president Tom Rolfe said: “We are very pleased to have partnered with Wolves.
“By allowing the use of SKYCIG products in the stadium, Wolves are giving fans who smoke an alternative option to enjoy during matches and at half time, which doesn’t inconvenience non-smokers with the smell or second-hand smoke associated with traditional cigarettes.”
As part of the partnership, SKYCIG representatives will also be present at selected matches over the course of the season to offer product samples to smokers, starting with the game against Coventry City on Saturday.
Paul Lakin, head of commercial affairs at Wolves, said: “We’re delighted to have signed this two-year deal with SKYCIG, one of the fastest growing and most popular brands within the e-cigarette industry.”
The deal follows an announcement that cigarette packets will be 65 per cent covered by health warnings and menthol cigarettes will be banned. Legislators also put new limits on advertising for electronic cigarettes following an EU vote and have so far rejected proposals for them to be regarded as medicinal products.