Bramall Lane, Home of the Sheffield United, "The Blades"
Image Source: Richard Barrett-Small
Bramall Lane, Home of Sheffield United FC - The Blades.

Sheffield 'Blades' cut a new deal with car rental firm in sponsorship first

Sheffield United FC has signed a new sponsorship deal with Saudi-based Al Wefaq Rent A Car.

Leeds law firm, Walker Morris, advised the football club on the new commercial partnership, which is the first time the football club has teamed up with a car rental firm.

Al Wefaq branding will adorn first-team player and management kits for training, travel and bench-wear, raising the profile of the Saudi brand across the UK.

The deal follows an earlier partnership brokered by Walker Morris for front-of-shirt and shirt-sleeve sponsorship by Australian multinational USG, the club’s principal partner for the forthcoming season.

Walker Morris’ specialist sports team has advised on over 50 Premier League commercial agreements in recent months.

The law firm now work with 10 of the 20 Premier League clubs, with no other UK law firm advising on more current Premier League front of shirt, shirt sleeve, kit supply, commercial partnership and other sports commercial agreements.

Sheffield United head of commercial, Paul Reeves, said: “Walker Morris’ support and guidance on two of the largest commercial deals that the club have secured has been invaluable.

“They have ensured that we have developed mutually beneficial agreements with our new commercial partners and we look forward to working with them further as we continue to progress our off field business in the Premier League.”

Katie Reed, who led the Walker Morris Team with assistance from Christian Slinger, added: “We are delighted to have advised Sheffield United on its latest sponsorship deal. It is great to see the club back in the Premier League, and we will look forward to seeing the Club commence its campaign in just a few days’ time.”

Founded in 2000, Al Wefaq Rent A Car has more than 80 branches at domestic and international airports inside the Saudi Kingdom, as well as airports in the UAE and Egypt.

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