Burton Albion seeks new shirt sponsor

A Midlands football club is preparing for the next season by launching a search for a new commercial partner to boost its profile and revenue.

Burton Albion FC has appointed Birmingham-based Sporting Group International (SGI) to secure a new front-of-shirt sponsor for the 2026/27 season. 

The partnership comes as the League One side, managed by Gary Bowyer since December 2024, has confirmed its place in the division for a ninth consecutive year.

SGI, a global sports agency specialising in sponsorship and commercial partnerships, will lead the search for what is considered one of the club’s most visible and valuable assets.

Ian Dutton, SGI’s UK managing director, said: “We’re delighted to be working with Burton Albion to find their next front-of-shirt sponsor.

“This is a proud community club that enjoys genuine loyalty and engagement from fans, and League One is a competitive, well-supported division with strong media coverage. 

“This opportunity is the most powerful and visible commercial partnership available, delivering consistent brand exposure in every game, in every photo and in all TV match coverage.

“The new front-of-shirt sponsor will also feature on pitch-side displays and match programmes, with prime access to the club’s corporate and business network, plus time with players, and lots more.

“Burton upon Trent is a hard-working town built on a strong manufacturing and brewing identity, and the new sponsor could be a local business or a national business that resonates with the town’s heritage.”

Burton Albion continues to grow both on and off the pitch, having recently reached the fourth round of the FA Cup, only losing after extra time against Premier League club West Ham United.

The club, which plays at the near 7000-capacity Pirelli Stadium, has also seen its social media following rise to more than 300,000 in recent seasons.

The move marks a new phase in the club’s commercial strategy, with current sponsor Burton Kia set to remain involved as a partner in other capacities.

Tom Mahon, chief operating officer, at Burton Albion FC, added: “We’ve been impressed by SGI’s success as a sports sponsorship specialist, and are confident they will find the right partner for Burton Albion.

“We have a loyal and engaged fanbase, selling close to 4000 shirts last season, more than double the number sold in the previous season.

“We’ve also just announced Admiral Sports as our official kit supplier from the start of the 2026-27 season, which will further boost fans’ interest.

“Along with our growing TV and digital audiences, brand exposure will be supported by our experienced marketing and sales team, with regular touchpoints across matchdays and grassroots projects.”

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