The fast-growing online tile retailer has strengthened its existing ties with Stoke City FC by becoming an Official Platinum Partner of the Club, giving it naming rights on the East Stand at the bet365 Stadium for the next two seasons

As part of the agreement, Tile Mountain’s branding will also appear on a wide variety of the club’s inventory.

Based in Stoke-on-Trent, Tile Mountain was formed in 2012 by Mo Iqbal, Jeremy Harris, and Nick Ounstead and has since forged strong links with the football team, known as the Potters.

Stoke City chief executive Tony Scholes said: “We already regard Tile Mountain, and in particular Mo and Jeremy, as friends and supporters of the Club and we are delighted they have decided to become Official Platinum Partners.  Tile Mountain is a rapidly expanding business that adopts an innovative approach to retail and we look forward to working even closer with them.”

Tile Mountain managing director Jeremy Harris added: “As a forward-thinking business we’re delighted to extend our support to such a forward-thinking football club. Tile Mountain has in the past enjoyed a great relationship with SCFC and given that our brand profile is growing, sponsorship of the East Stand is a great opportunity for us to increase that brand exposure further whilst still maintaining those links to the local area. The goal for us, much like Stoke City’s, is to reach the top and we’d be delighted if the Tile Mountain brand is a part of a Championship winning season for the club.”

Tile Mountain is the UK’s fastest growing tile retailer with both an ecommerce and traditional retail presence. The firm’s proposition of offering free cut samples to prospective customers has seen the company enjoy substantial growth since its inception, culminating in relocation to its £10m purpose built 120,000 sq ft warehouse, showroom and office complex in Tunstall in April of last year.  Due to the success of its flagship store, Tile Mountain is expanding its retail estate and embarking upon a roll out of nine further stores at key location across the UK, the first of which opened last month in Greater Manchester.

Chairman Mo Iqbal recently told DIY Week he believed the business could set its sights on 15 showrooms across the UK in order to reach 80% of the customers it would like to target.