THE "bear pit" atmosphere in Stoke City's home games has helped make Britannia one of the most recognisable sponsors in the Premier League.

The Leek-based financial mutual has worked with The Potters since the club moved to the new ground in Trentham Lakes, in 1997.

And sticking with the club through relegation, boardroom protests and four years in the wilderness of English football's third tier, has allowed the firm to reap the benefits now Stoke are back in the big time.

A survey with fans across the country has discovered Britannia is more closely associated with Stoke City than the backers of almost any other team.

Britannia's research found that even though last season was Stoke's first in the top flight for 23 years, Britannia had already become one of the league's "top 10 best known brands".

The excellent form of Tony Pulis's team at their ground, where the fans have been registered as the loudest in the division, means the Cheadle Road business has received extra exposure from a reams of newspaper column inches and TV chat.

And all the mentions meant Britannia fell only slightly adrift of Carlsberg's link with Liverpool, Emirates' with Arsenal and insurance firm AIG's with reigning champions Manchester United in terms of recognition.

A Britannia spokesman said: "Stoke City's success on the field has been good for the club, the area and its people, and undoubtedly contributed to Britannia's continued commercial success while providing many benefits to its members and customers.

"The two seasons in the Premier League have meant a huge increase in media interest for the club, and consequently the Britannia logo has been seen more widely. Brand exposure helps to ensure that Britannia is top-of-mind when people come to think about their mortgage and savings needs."

In November, Stoke and Britannia announced that what has now become one of the longest-running shirt sponsorship deals in football history had been extended by another four years.

Britannia will also sponsor the stadium until at least 2016. Until that time, it is increasingly likely the ground will continue to be called The Britannia Stadium – despite Britannia's merger with Co-operative Financial Services (CFS) last summer.

Tim Franklin, chief operating officer of CFS, said: "Following the merger in August 2009 our work with the club has continued. There are currently no plans to change the branding of the stadium."

Since Stoke were promoted to the Premier League in 2008, the club have turned their home into a footballing fortress. Mr Frankin added: "We are proud to be the principal sponsors of Stoke City and to be part of a record-breaking relationship with the club.

"Our rewarding and successful partnership with Stoke City is all about loyalty and long-term commitment – underlining the importance of Staffordshire and its people to Britannia."

Rob Arnold, secretary of the Leek and District branch of Stoke City Supporters Club, was delighted the largest employer in his home town was sponsoring his team.

The 50-year-old, who has been following Stoke since 1966, said: "For home games we have about 200 people going in four buses from The Dyers Arms, in Macclesfield Road, ready to soak in the bear pit atmosphere. When we were playing in the old Division Two 10 years ago we struggled to fill a minibus. A lot of the lads who attend games work at Britannia and we are honestly proud of the link."