The Kingswinford-based business has sponsored the Dudley Sports FC under 11s team after being approached by the team’s assistant manager, Steve Norton, who works for the company.

The team of 10- and 11-year-olds, who play their home matches at Dudley Sports Employees Social Club in Brierley Hill – just three miles from Elta Group’s head office - received a set of 14 winter coats following sponsorship by the manufacturer.

David Ball, chairman at Elta Group, said: “Although today Elta Group is an international business spanning across more than 50 different countries, the business was originally founded in Dudley over 55 years ago, and we’ve continued to keep our roots firmly planted in the local area.

“We’ve always strived to create strong links with the community and felt it would be a great idea to support a local sports team. We hope that this is just the beginning of our partnership with Dudley Sports FC under 11s.”

Fred Walters, chairman of the Dudley Sports FC Juniors, said: “We’re delighted to receive the sponsorship from Elta Group. The new coats are making all the difference in keeping everyone warm this season and the team looks really professional. As a community sports group, the backing we receive from local businesses makes all the difference and we are all grateful to Elta Group for their continued support.”