Fashion and football has long been an obvious and successful combination, so it’s interesting that Lyle & Scott has taken a slightly different tack to its already solid association with the sport.

The premium British lifestyle brand has been confirmed as the new sponsor of the Football Writers’ Association (FWA), taking over the partnership previously held by gambling giant William Hill.

The announcement was revealed on social media alongside transfer journalist and football authority David Ornstein.

Marking the start of a new chapter for the FWA, the partnership “positions Lyle & Scott alongside the elite level of the game, connecting the brand with players, managers, journalists and industry leaders across the English Premier League, the most watched football league in the world”.

Founded in 1947, the FWA is one of the most respected and influential bodies in the sport, “championing excellence through a wide-ranging awards programme” including Footballer of the Year, Women’s Footballer of the Year, Tribute Awards and regional honours.

“Together, Lyle & Scott and the FWA share an ambition to build on this legacy. The partnership will focus on expanding content, media, live events and collaborative partnerships, creating new cultural moments that reflect football’s influence on modern life while continuing to celebrate the game at its highest level”, Lyle & Scott said.

The brand’s links to football last year alone included tie-ups with the grassroots game in both Scotland and England, including an employment initiative with former star Rio Ferdinand Foundation, while also celebrating terrace football culture with a ‘Fly Nowhere’ collab.