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Welcome to Football Daily’s TED talk on good shirt sponsorship. Though it’s not an exact science, there are three main rules. The first rule, excepting gambling companies, is the less healthy the product, the better the sponsor. Iconic examples include Guinness with QPR, McEwans lager with Blackburn, Holsten with Tottenham Hotspur, Sega and Dreamcast with Arsenal, Nintendo with Fiorentina, Playstation with Auxerre, Chupa Chups with Sheffield Wednesday, Pizza Hut with Fulham, and Mars with Napoli, even without direct connections to the clubs.
The next rule is about design: not too big or too small, and it should complement the shirt’s colors. It’s a fine balance best left to design experts. The last rule is keeping it local. Examples are Newcastle Brown Ale with Newcastle United, Quilmes beer with Boca Juniors, Ginsters with Plymouth Argyle, Walkers Crisps with Leicester City, and Colman’s with Norwich City. Achieving two out of the three—unhealthy, good design, local—usually makes a shirt worth buying.
This leads us to Preston North End’s new shirt sponsor, Spud Bros. Sounding like a barber shop from a cartoon, Spud Bros is actually a local jacket potato company started by siblings Jacob and Harley Nelson. They’ve sold thousands of potatoes and gained millions of followers, offering free jacket potato vouchers to the first 2,000 buyers of the new shirt at Deepdale this weekend. It’s a promising deal, supported by Peter Ridsdale, North End CEO, known for his business acumen. “SpudBros are one of the fastest growing brands in the UK, and teaming with the original Invincibles feels like a perfect match,” said Ridsdale. “We’re thrilled to work with such enthusiastic individuals. Preston North End and SpudBros – a partnership to savour.”
Though we dislike the pun, Football Daily supports this local sponsorship (tick, 1/3), with its eye-catching design (tick, 2/3) and its indulgent nature (tick, 3/3!), assuming locals continue to enjoy cheese and gravy on their carbs. The 2025-26 season for Preston North End looks to be exciting; see you at Deepdale for the voucher launch on Saturday.
Adam Lallana reflects on his football career, embracing its highs and lows. Thanking staff, managers, teammates, and supporters, Lallana, a Premier League and Big Cup winner with Liverpool, announces his retirement.
Even if Bryan Mbeumo moves to Manchester United (News, Bits and Bobs), Brentford’s Igor Thiago could fill the facial hair gap, perhaps with a new sponsor like Gillette,” suggests Tim Taylor.
- SCCG Management. The Gambling Industry’s Global Connector. Access Here.
- Source: SCCGManagement.com