Sussex County Cricket Club and Brighton and Hove Albion Football Club have agreed a partnership with closer off-field ties.

This will include promotion and marketing, merchandising and regular liaison between club staff.

The first instance of the collaboration took place at last Monday’s Championship match with Blackpool at the American Express Community Stadium, with Sussex mascot Sid the Shark on hand with Albion’s own Gully, while Chris Jordan was interviewed on the pitch at half-time.

Zac Toumazi, chief executive of Sussex County Cricket Club, said: “Whether you follow football or cricket or both, this is good news, and to be honest it is overdue.

“We have two great professional clubs in this city and it makes absolute sense that we share knowledge, expertise and reach into the community to help make the Sharks and Seagulls as successful as possible, both on and off the pitch.”

Albion chief executive Paul Barber said: “It makes great sense for the two clubs to work together. As our season draws to an exciting end, the cricket season is just beginning.

“It’s an opportunity for us to help promote cricket throughout the summer, while Sussex will promote our new season in July and August. Undoubtedly, working together will benefit the wider community of sports fans and will enable us to bring elite football and first-class cricket to a greater