Shorts: Middlesbrough, Sheffield United, Peterborough
Middlesbrough FC’s principal partner, Kindred Group, has donated its front-of-shirt sponsorship for the upcoming Championship match against Hull City.
The shirts would typically feature Unibet’s “Zero% Mission” logo, however on Saturday 30th November, they will instead promote Middlesbrough FC Foundation’s workas part of the club’s ‘Foundation Weekend’.
The initiative aims to spotlight the Foundation’s projects and services, which focus on raising aspirations and improving the life chances of people across Teesside.
Kindred has supported Middlesbrough since 2018, funding various Foundation programmes, including ‘Think With Your Feet’.
This initiative provides a safe environment for local men to play football and discuss mental health challenges.
Middlesbrough recently renewed its longstanding partnership with Kindred, which will run until the end of the 2026/27 season.
Sam Mead, UK General Manager at Kindred, said, “Our relationship with Middlesbrough FC and their Foundation is a long-running, deep and supportive one.
“As such, we are delighted to once again donate our normal front-of-shirt space to the Foundation for this weekend’s fixture against Hull City.”
Sheffield United have unveiled a new branding partnership with egg, a provider of clean energy that specialises in solar panel, storage and electric vehicle chargers.
The deal covers the 2024-25 EFL Sky Bet Championship season.
Paul Fielder, United’s Head of Commercial, commented, “We are delighted to welcome egg as an official partner for the next two seasons. Their cutting-edge energy solutions make them an excellent addition to our valued commercial partners. We look forward to seeing their dynamic branding showcased at Bramall Lane, under the lights vs Sunderland.”
Mike Hallam, CEO of egg, added, “We’re proud to bring our dedication to clean energy to the heart of Sheffield United FC. This partnership is an opportunity to connect with fans and showcase how the sports world can lead the way in sustainability. We’re excited to kick off this journey and see the difference we can make together.”
Peterborough United have agreed a new partnership with Neeform in a three-year deal.
The partnership will see the civil construction company, who are based in Huntingdon and operate across the UK, become an official club partner.
Commercial Sales Manager Bobby Copping, commented, “I’m delighted to welcome Neeform on board as an official club partner in a three-year agreement. Neeform has a wealth of experience and have seen tremendous growth over the last few years. We are looking forward to working with Elliott, Ella and the team for what promises to be a successful partnership!”
British Weight Lifting has partnered with CJC Gains to provide bespoke BWL/CJC thumb tape for athletes across the UK.
The collaboration aims to enhance the weightlifting experience by offering high-quality equipment to support lifters during training and competition.
The customised thumb tape will combine functionality with a sleek design, reflecting the organisations’ joint dedication to supporting athletes at all levels.
Stay up to date with the world of sports business by subscribing to the Sport Industry Daily.
