August 25 – Sports fashion retailer JD Sports has become the first official sleeve sponsor for Premier League returnees Leeds United in a one-season deal for 2020/21.
The JD logo will display on left arm of both the new men’s and women’s adidas playing kits as well as on adult and junior replica shirts.
Leeds United executive director Paul Bell said: “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. 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.”
JD Sports is best known for its UK stores but the group has expanded internationally and will help raise Leeds United’s overseas visibility after 16 years outside the Premier League.
Peter Cowgill, Chairman of JD Sports Fashion PLC said: “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.”
Cowgill emphasised the importance of the overseas market to JD. The retailer, pre-Covid, had embarked on a programme of opening new stores and localised websites across Europe, Asia, Australia and North America. In the UK its Go Outdoors store brand was placed in a pre-pack administration to cut its debt, but the main JD Sports brand has held up despite the enforced closures of the pandemic lockdown. The Leeds United sleeve sponsorship demonstrates a confidence in the market.
“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,” said Cowgill.
Leeds United recently closed a record deal for its main shirt sponsorship with betting brand SBOTOP. Understood from sponsorship insiders to be a £6 million per season deal, the value was later reported as £4 million. No value was given for the sleeve sponsorship.
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