September 8 – Sports fashion retailer JD has become the first shirt sleeve sponsor of Premier League new boys Brighton & Hove Albion in an initial one season deal. No value was given for the sponsorship.
As part of the deal JD will receive various marketing rights around the American Express Community Stadium, as well as online and social media inventory.
Brighton chief executive Paul Barber said: “This is another exciting partnership for the club and we are delighted to welcome JD as our first ever shirt sleeve sponsor in the Premier League. JD is an instantly recognisable brand amongst football fans and we are looking forward to seeing their logo on our shirts for the first time this Saturday. They join our list of high-profile partners at the club, and we are excited to be working with them over the coming season.”
The first sponsorship begins with Brighton next match against West Brom this weekend. Fans can have the brand logo printed on the sleeve for free.
JD group marketing director Stephen White said: “Off the pitch JD lives on the shoulders of our customers across the UK through our iconic duffle bag and we hope to have the same effect with the Seagulls’ shirt sleeve. Through our partnership with Brighton & Hove Albion, we’ll be a major part of their debut season in the Premier League and connect with fans in the city and beyond.”
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