The newspapers which champion their local communities will help promote the Scarlets rugby season to attract new and existing supporters with a series of joint promotional campaigns ahead of key matches and events at Parc y Scarlets.
The Scarlets are making significant strides forward on and off the field this season with an unbeaten run so far this season on the field and sit at the top of the RaboDirect Pro12 table with 15 tries scored in their first four games.
The region is also performing off the field with season ticket sale revenues 6% up on last season, commercial revenues up 18% and increased crowds with the Scarlets average crowd of 9,006 last season up 15.5% on the previous season and the third highest in the Celtic league behind Munster and Leinster.
The Scarlets' newspaper media partners will work with the region on an exciting season-long programme of news, exclusive promotional activity and events to keep supporters in touch with the very latest developments.
As part of the new partnership, the Llanelli Star logo will appear on the front of the Scarlets shorts as well as high profile visibility around the ground for the Carmarthen Journal and Evening Post.
A range of exciting and unique initiatives between the two partners will follow throughout the 2012/13 season including community work, awards and some 'money can't buy' exclusive Scarlets match day competitions.
Scarlets' Chief Executive, Mark Davies said: "We are working hard to build on our strong community links throughout the region and that includes good working partnerships with the media that serve our communities so well.
"We both have a responsibility to our communities in Carmarthenshire to engage with local people, clubs, schools, community groups and businesses to ensure we represent and promote the people that support us and inspire a new generation in rugby and sport.
"We both want operate at the heart of our communities and celebrate everything that is great about this region. We are committed to investing in and promoting great Welsh rugby talent and we want the results of our ethos to develop from within to bring success to our squad, our supporters and this region.
"We want everyone to be proud of our team and our campaigns with our media partners will look to excite our supporters, ensure they are kept up-to-date with the latest news as well as offering some unique and exciting offers exclusively for readers."
Commercial Director of South West Wales Media, Paul Jenkins said: "We are once again delighted to support the Scarlets after a successful partnership over the last two seasons and will continue to strengthen its community partnership with this great rugby region.
"The Scarlets have been an integral part of our communities in South West Wales for so many years, and they continue to shine with a brand that is recognisable and respected across the world. This rugby region is a source of great pride, inspiration and enjoyment to local people.
"We understand how much Scarlets rugby and its success means to local people and with the promise they are showing with such a talented group of rugby players, there's lots of potential and excitement ahead of us this season.
"We wish the Scarlets all the very best for the season ahead and we will take great pride in backing this exciting region and its team of players who are showing such great potential and what a great start they have had already - long may it continue!"