The 2010 New Year's Day Swim preparations are officially underway.

Saundersfoot Festivities have this week introduced the swim's sponsors alongside the eagerly awaited 2010 swim shirt.

The event took place at the St. Brides Spa Hotel on Wednesday and 'Charlie Shivers', the swim's own mascot, welcomed the sponsors which included Powells Cottage Holidays (main sponsor), N. D. Toy Independent Financial Advisors, Green Bower BMW, Neil Finlay Cars, Chevron, Folly Farm, Silcox Coaches, Ffos Las Racecourse and Wogan Guest House, Saundersfoot.

Martyn Williams, chairman of Saundersfoot Festivities, said: "I am delighted with this year's sponsorship. It will ensure that every penny raised by the swimmers will be allocated to their nominated charities. The generosity which the businesses have shown towards the shirt sponsorship has been very much appreciated."

The 2010 shirt will be on sale next week at Evans' Newsagents, Saundersfoot.

For the second year running, Saundersfoot Festivities have worked alongside Westcoast (Milford Haven) in producing a quality shirt made by Kooga.

Due to the success of the 2009 shirt, Kooga were so impressed that they offered to change their world famous logo of 'Kooga, Made for Rugby' to 'Kooga, Made for Swims'.

Kooga have confirmed that this is the first time this has ever happened. All profits from the shirt will be donated to Breast Cancer Wales.

The 2010 swim will be the village's 26th event. To date, the swims have raised over £300,000. Last year alone it broke all records by attracting nearly 1,200 swimmers and raising over £46,000 which benefited 55 worthy and charitable causes.

Sponsor forms are now available from Evans' Newsagents. This year, it includes a Gift Aid option for all registered charities.

Saundersfoot Festivities would like to thank St. Brides Hotel for their hospitality for their sponsors event.