THE Liverpool Daily Post and its sister title, the Liverpool Echo, today announce a £2m deal to become official partners of the European Capital of Culture 2008.

It is the latest in a string of major sponsorship deals secured by Liverpool Culture Company which are crucial to the funding of the celebrations in less than two years' time..

The deal, which is worth £2m in a combination of cash and marketing support, opens up a range of new publishing opportunities for the newspapers' parent company, Trinity Mirror North West and North Wales.

They are the eighth official partners to sign up alongside lawyers Hill Dickinson, United Utilities, Radio City 96.7, Enterprise Plc, North West Regional Development Agency, Alliance & Leicester Commercial Bank and Sayers.

Sara Wilde, Trinity Mirror North West & North Wales Regional Managing Director, said: "The Liverpool Echo and Liverpool Daily Post are part of the fabric of Liverpool. Our papers have a heritage stretching back to 1855 and we will continue to be at the heart of the city's culture.

"We see ourselves as playing a hugely important role in providing the oxygen of publicity to the '08 programme of activity and beyond.

"Our titles are read by three-quarters of the population on Merseyside and will play a key role in galvanising the local community and our readers and advertisers at this crucial time for the city."

Daily Post editor Jane Wolstenholme added: "Being named European Capital of Culture was one of the biggest good news stories in Liverpool's history.

"We were determined to be a part of it. Now, as the preparations for 2008 gather momentum, being an official partner will allow the Liverpool Daily Post to play an integral role. We couldn't be prouder to be on board."

Today, a plane will fly a banner over the Liverpool skyline to celebrate the announcement.

As well as in the Daily Post and Echo, Capital of Culture will be promoted in the company's extensive portfolio of weekly newspapers and magazines across Merseyside, Cheshire, North Wales and West Yorkshire. Altogether they have a combined readership of more than 1.7m, which is 75% of the region's population. All newspapers will however remain editorially independent.

Liverpool's European Capital of Culture status is predicted to attract an estimated £3bn of investment, and attract an extra 1.7m visitors to the city.

Around one third of Liverpool businesses are planning to invest in their company ahead of the Capital of Culture year in 2008.

Cllr Warren Bradley, leader of Liverpool City Council, said: "This deal with Trinity Mirror North West & North Wales will get the '08 message on to the high street and to millions of people - not just in Liverpool but right across the region. For the company, which publishes great media brands such as the Liverpool Echo and Liverpool Daily Post, to see the benefits of being part of 2008 is a great boost to our plans."

Jason Harborow, Chief Operating Officer of Liverpool Culture Company, said: "Our portfolio of partners demonstrates business is backing Liverpool '08 in a big way. With Trinity's support, the culture company now has the ability to reach more than five million people and tell them the exciting plans we have in store for '08."

samlister@dailypost.co.uk