Swansea City has announced that Swansea University will be the club’s new front-of-shirt sponsor for the upcoming EFL campaign.
As a result of the deal, Swansea will not have a gambling company as its main kit sponsor for the first time in four years, allowing the club’s youth shirts to have Swansea University’s logo featured.
In addition, the University has also retained its status as the club’s exclusive higher education partner, while also gaining further front-of-shirt sponsorship opportunities for the EFL Championship club’s under-23 and ladies teams.
Swansea City’s head of commercial, Rebecca Edwards-Symmons, stated: “I am thrilled to have Swansea University as our main sponsor for the 2020-21 season. This is the perfect partnership that encapsulates our club and our city.
“There is nothing better than having local, prestigious brands involved with us as a club and we look forward to a very successful forthcoming season.”
Following on from the previous partnership, Swansea University will also continue to sponsor the west stand of the Liberty Stadium, in addition to retaining branding on SwansTV live fixtures.
Andrew Rhodes, registrar and chief operating officer at Swansea University, added: “We are very pleased to be the front of shirt sponsor for Swansea City next season.
“Building on our partnership with the football club as its Higher Education Partner, which was recently renewed for the next three years, this sponsorship deal brings huge benefit to Swansea University as we look to recruit students for the future.
“The relationship is more than just sponsorship and extends into our elite sports offering, as well delivering support for students and the local area.”
The move marks a shift away from gambling sponsorship for Swansea City, as teams have faced increasing pressure from gambling campaigners, who in turn have welcomed the announcement.
Commenting on the news on Twitter, Carolyn Harris, MP for Swansea East, and chairman of the all-party parliamentary group for gambling, said: “I’m over the moon that Swansea University will be Swansea City’s new front of shirt partner for 2020/21.
“The club’s move away from gambling sponsorship is a really positive step — and is great news for their fans across our city and further afield.”
Last year, 27 out of the 44 clubs in the Premier League and Championship divisions had bookmakers as their main shirt sponsor.