Cherwell Software, LLC, a global leader in IT and enterprise service management solutions based in Colorado Springs, has made a major investment into two well-known sports teams to increase its profile in the UK.

The company name, which derives from the UK’s River Cherwell that flows into the Thames Valley, features on the first team football and rugby kit worn by players of Reading FC and London Irish RFC who share the Madejski stadium for home matches during the 2017/18 season.

Cherwell, which provides IT services to several British companies such as Sky Betting and Gaming and the National Trust for Scotland, recently received a $50m investment boost from global investment firm KKR.

It has aksi tripled its sales organisation in the EMEA region resulting in a £1m move to a new HQ at Green Park, Reading, close to the Madejski stadium.

“This exciting sponsorship of both teams challenging in their respective divisions mirrors our efforts as a challenger brand in the competitive IT service sector across the region,” said Patrick Malaperiman, vice president EMEA of Cherwell Software.

“It’s very special for us to support popular local teams that share the same venue and we are looking to play our part in making this a successful season for both the Royals and the Exiles.”

Cherwell branding will be seen by an estimated 1.5 million supporters attending games at Madejski Stadium this season in the Sky Bet Championship and Aviva Premiership. It will also reach a vast global television audience.

“We’re thrilled to join forces with a forward-thinking organisation like Cherwell,” said Ron Gourlay, chief executive at Reading FC.

“To have a club partner based so close to our stadium will benefit both parties enormously.

"We look forward to working with Cherwell in what promises to be an exciting season for the club.”

Mick Crossan, president and owner at London Irish RFC said: “These are exciting times for the club, being back in the Aviva Premiership, and we’re really pleased to be working alongside such a successful name like Cherwell.

“We love the approach that Cherwell has adopted in joining forces with two local teams striving to succeed in fiercely competitive leagues.”

Formed in 2004 Cherwell Software has grown into an industry-leading provider of IT Service Management and IT Platform products.

It took its name from the River Cherwell, the location where the company founders were walking when they conceived the idea of Cherwell Software.

With offices in America, Germany and Australia as well as the UK, Cherwell’s rise in such a short time is testament to its cutting-edge technology and customer-based approach.

Cherwell will be entertaining guests at every home game this season and making complimentary tickets available to local charities and supporters.