Pasty and pie-maker Peter's Foods has signed 12 new business partnerships with professional football and rugby clubs across the UK.

The stadium contracts, which include Premiership clubs Birmingham City and West Ham United, and rugby giants Ospreys and London Wasps, are expected to boost sales of Peter's Premier pies, pasties, rolls and slices to more than £3m this season.

Peter's now supplies 28 professional football and rugby clubs and plans to secure a further 20 stadia by the end of 2011. "Securing contracts with top-flight Premier League clubs really broadens Peter's reach among football and rugby fans," said Peter's Foods NAM John McAughtrie.

"Our business model for stadia means we invest in clubs to help them drive food sales while supporting them with initiatives such as perimeter ads and match day sponsorships."