The makers of iconic computer game Football Manager are the new 'principal club sponsors' of Watford.

The Hornets have agreed a partnership with SEGA and Sports Interactive and will have the ‘Football Manager’ and ‘Football Manager Handheld’ trademarks emblazoned across the club’s home and away shirts respectively.

Watford had previously agreed a deal with The Happy Egg Company but decided to change the agreement after just a month in search of a more lucrative offer.

"I’m very pleased with the partnership we’ve agreed with SEGA and Sports Interactive. It really is a perfect fit in many ways," Watford chief executive officer Scott Duxbury said.

"Football Manager and SEGA’s success in its field is unparalleled. Their global success is in no small part down to their attention to detail and expertise in their area – and that’s something the club is delighted to be partnering with."

Amanda Farr, European marketing director of SEGA, said: "We’re delighted to join forces with Watford FC at such a pivotal moment in the club’s history."

Watford fan Miles Jacobson, who is MD of Sports Interactive, added: "The Pozzo family have shown at Granada and Udinese that success can be achieved by strong financial management and a dedication to talent development - a strategy which, coincidentally, also pays dividends in Football Manager. We’re very much looking forward to achieving great things together."