A COUNCIL is calling on other firms to get a pizza of a newly launched sponsorship deal after an Italian restaurant put their name to Brighton and Hove’s entrance.

Donatello Restaurant has become the first sponsor of Brighton and Hove City Council’s newly launched Highways Sponsorship initiative.

The popular city centre restaurant has sponsored the planted bed that welcomes drivers to Brighton at the city’s busy northern gateway entrance at Patcham.

The new sponsorship initiative is being implemented across the city with similar highways sponsorship opportunities available for the naturalised roundabout on the A259 in Ovingdean, the Boat Bed by the Palace Pier, the King George VI Roundabout and the Floral Clock in Palmeira Square.

The initiative is being delivered in partnership with Sussex-based highways sponsorship specialists Sponsor a Roundabout.

Councillor Gill Mitchell, chairwoman of the council’s environment, transport and sustainability committee, said: “It’s great that Donatello’s have come forward to sponsor this high profile flowerbed which greets thousands of visitors as they arrive in Brighton & Hove.

“We hope other businesses will also consider showing their support for the city by sponsoring one of our other prominent beds and roundabouts.”

Mark Barfoot, Sponsor a Roundabout’s managing director, said: "We are delighted to welcome Donatello as the new initiative’s first sponsor.

“Not only will Donatello benefit from this unique promotional opportunity but also the council will receive income that will enable it to raise the quality of Brighton’s highways for the benefit of all local residents, businesses and visitors to the city.”