Shorts: Sheffield Wednesday, Newcastle Eagles, Bristol City
Sheffield Wednesday appoint Mr Vegas as principal shirt sponsor for 2025/26.
Sheffield Wednesday have announced a new partnership with Mr Vegas, appointing the online casino brand as their principal front-of-shirt sponsor for the 2025/26 season.
Mr Vegas, operated by Immense Group and licensed by the UK Gambling Commission, previously featured on the back of the Owls’ shirts during the 2024/25 campaign.
The collaboration aims to deliver engaging fan experiences, including ticket giveaways and hospitality opportunities.
As part of the announcement, Sheffield Wednesday’s Commercial Manager, James Todd, highlights the success of past initiatives, such as the ‘Ultimate Day Out’ competition ahead of the Steel City derby, and expressed enthusiasm for continuing these activations in the upcoming season. He emphasized that all marketing activities will align with the club’s commitment to promoting responsible and regulated gambling.
Lumo Renews Support for Newcastle Eagles Women
Lumo, the all-electric train operator on the East Coast Main Line, has extended its partnership with the Newcastle Eagles for a third year, this time focusing its support on the women’s team. The renewed deal includes prominent Lumo branding on the team’s jerseys and warm-up gear for the upcoming Women’s British Basketball League season.
As part of the collaboration, Lumo and the Eagles will give away 1,000 free tickets to the women’s home opener on Sunday, September 21, when they face the Sheffield Hatters. Players and staff will help distribute tickets during the Free Festival in Newcastle this Saturday, engaging directly with fans and the wider community.
The partnership also ensures that both the men’s and women’s squads will travel to away games via Lumo’s zero-emission trains, supporting the club’s commitment to sustainability while keeping athletes well-rested and travel-efficient.
Eagles player-coach Chloe Gaynor praised the alignment of values, highlighting Lumo’s active role in the community and support for equality. The club’s Sales and Communications Manager Dan Black emphasized the importance of building momentum behind the women’s team as they enter a new season.
Bristol City & DNRG Extend Kit Partnership
Bristol City has renewed its collaboration with digital marketing agency DNRG for another season, continuing as the official secondary kit partner. The DNRG logo will once again appear on the back of the men’s first-team shorts during the 2025–26 campaign.
This long-term relationship began last year, when DNRG first joined as the club’s secondary kit sponsor. As a local Bristol-based agency, DNRG supports the club both on and off the field, not only through branding but also by powering the team’s match highlights and digital marketing efforts .
Bristol City representatives praised the extension, describing DNRG as a key partner in enhancing the club’s visibility and supporting community engagement. The renewal reflects shared values and the positive impact seen since the partnership’s inception.
With the arrangement entering its fourth year, both parties are optimistic about continuing to leverage DNRG’s marketing expertise to boost fan experience, digital reach, and club revenues as the season approaches.
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