West Bromwich Albion have partnered with car hire firm Europcar, reports, www.sportspromedia.com/. The new partnership, announced by the company late last week, coincides with the opening of a Europcar branch at The Hawthorns, West Brom's home ground.

As part of the agreement, financial terms of which have not been released, the Europcar brand will be promoted at The Hawthorns through stadium and perimeter board advertising.

"Our partnership with Europcar brings our fans and local businesses better access to fast and flexible car hire services," said Adrian Wright, West Brom's sales and marketing director.

"As a leading brand, Europcar's in-stadium presence also offers us exciting new opportunities, harnessing its experience in the football industry for our mutual benefit."