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North East racing driver Matthew Graham will be enjoying the finer things in life for the rest of the 2014 Formula Renault Northern European Cup season after announcing a new partnership with North East based clothing label Fineside.

Effective from this weekend’s NEC rounds in Belgium, Fineside will take up prominent branding positions on Matthew’s Formula Renault race car to promote the brand to motorsport fans across Europe, be they attending meetings or watching at home.

Out of the car, Matthew will act as a brand ambassador for the label by wearing their garments at race meetings in and around the paddocks and at PR commitments away from events.

In return, the firm which was established in 2010 by brothers Mark and Jonny Wilkinson, will support Matthew through the remainder of the 2014 season and assist Matthew to grow his fan and supporter networks.

It is hoped to be the beginning of a long and successful partnership that will grow alongside Matthew’s burgeoning career, as he looks to progress towards his aim of becoming the first driver from the North East to contest the FIA Formula One World Championship.

Speaking at the partnership launch, Matthew Graham said: “It’s great to have Fineside become a partner and supporter of my racing and I am looking forward to helping to promote the brand for this and hopefully future season.”

“The team at Fineside have made some really nice clothes that look great and really are designed with movement in mind which is going to make the time spent in the garages a bit more comfortable than if I stay in my race suit!”

Fineside’s Mark Wilkinson said: “Matthew is a great talent and to be able to support him and hopefully watch him progress from this relatively early stage in his career, is an opportunity that we are very excited about.”

To find your Fineside click here