Disability support charity Leonard Cheshire has struck its first cause-related marketing deal, with wheelchair company Gowrings Mobility.
In a one-year deal, the charity will receive an average of £100 for each sale that it "helps generate" for the manufacturer. The charity will also benefit from prizes at auctions, employee participation in fundraising events and a presence at this week's Mobility South exhibition.
The partnership will be promoted through Gowrings' marketing materials and through the charity's publications.
Leonard Chesire's head of corporate fundraising Mark Bishop said: "We have resisted entering into any cause-related marketing initiatives until now, because we've been determined to find the right fit. Gowrings Mobility is the one we've been waiting for.
"It is the first of what we hope will become a series of such partnerships that we will develop over the next year."