Leeds United JD becomes Leeds’ first sleeve partner
Company’s logo to feature on men’s and women’s left shirt sleeve
Tie-up adds to Adidas and SBOTOP partnerships for 2020/21 season
Newly promoted English top-flight soccer club Leeds United have signed up retailer JD Sports as their official sleeve sponsor for the 2020/21 Premier League season.
The one-year deal marks Leeds’ first official sleeve sponsorship, with the agreement securing JD brand exposure on the left arm of the men’s and women’s kits, while it will also feature on adult and junior replica shirts.
Financial terms of the deal were not disclosed.
By way of comparison, for the 2019/20 campaign, Aston Villa and Norwich City, who had been promoted to the top flight, earned UK£1 million (US$1.32 million) and UK£500,000 (US$660,000) during the season from deals with BR88 and Best Fiends, respectively. Sheffield United, who were the other promoted side last year, share their sleeve sponsor allocation with main partner Union Standard Group.
“JD are one of the most recognised names on the high street and we’re delighted to enter into this new strategic partnership with them,” said Leeds United executive director Paul Bell. “The sponsorship market in the Premier League is as intense and competitive as ever and we are excited to be working with JD on our return to the top flight.
“We have successfully grown our retail operations over the last two years, increasing the number of official stores, upgrading our ecommerce platform and expanding our ranges of match and replica kit, training and leisure apparel.
“The JD Group now has over 2,300 stores across 19 International territories including key markets such as Asia, USA and Australia and this new agreement will help the club gain increased global visibility.”
Peter Cowgill, chairman of JD Sports, added: “We are excited to partner with Leeds United ahead of their return to the Premier League. With the level of support and impact the club has on the local community, as well as through its global fanbase, it’s great to see them back and for JD to be a part of the journey.”The JD sleeve deal adds to what has been a busy commercial period for Leeds as they gear up for their first Premier League appearance since 2004. In July, the team confirmed a ‘record-breaking’ contract with , which became their official kit supplier. The following month, they added sports betting firm as their principal […]
