The independent mortgage broker, based in Kirkstall Forge, Leeds, was set up Phil Green, a former Lloyds Banking Group retail director and head of telephone banking, and Leeds United fan.
Green told the regional business news website Bdaily: “The perception is that we’re partnering with Leeds United Business Club and therefore we’re a reputable, sustainable business.
“It’s about subliminal brand endorsement and credibility and shows us as a local company with national reach,” he said.
Trufe’s branding will be displayed to 30,000 fans on screens inside Leeds United’s Elland Road ground at all home games and to its followers on Facebook and 290,000 Twitter followers.
The firm, which specialises in residential mortgages and commercial borrowing, wants to develop as a national brand with Yorkshire roots.