Kuflink founder Harwinder Singh is getting a kick out of football. And while there is an obvious attraction to the excitement of cheering on one of the big guns from the Premier League, Mr Singh and Kuflink are backing a non-league club.
And that club comes in the shape of Ebbsfleet United, who ply their trade in the Vanarama National League, which is effectively the fifth tier of the English game.
It's all part of a wider commitment from Kuflink, whose Alpha Foundation has given support to the company's local community in Kent for a decade.
The company has worked with Kent County Council and Gravesham Borough Council to establish The Grand, in Gravesend, which is a café and allotments and hosts networking events, fitness classes and wellness events.
But it is the tie-in with Ebbsfleet and the renaming of their ground to the Kuflink Stadium that offers the more intriguing story, certainly at face value.
On the pitch the team -- managed by former Leyton Orient player Daryl McMahon -- are holding their own and currently sit in 10th position in the league table, made up of 24 sides.
It was back in October of last year that the company many announced a five-year sponsorship deal which was part of the specialist lending group’s continuing commitment to supporting the community with special attention on sport, health and education.
At the time Mr Singh, said the sponsorship arrangement was one which was exciting, adding: “We look forward to working closely with [the club] on a number of local community and commercial ventures.
“I would like to thank the team at Kuflink, who worked closely with the club to strike the deal for what is a fantastic opportunity for both Kuflink and Ebbsfleet United.”
It goes without saying that the football club were delighted with the partnership. Peter Varney, Ebbsfleet's vice-chairman, said: “I would like to thank all of the team at Kuflink for the confidence they have shown in the club by entering into a long-term agreement and all of us look forward to working with them on a range of community and commercial initiatives.
“It will be nice to work with a company that has such a strong community focus and shares our core values.
“I must also thank Dave Archer, director at Ebbsfleet United, and his team for negotiating such a prestigious agreement to coincide with the opening of our new £5million main stand.”