Leeds United strikes ‘ground-breaking’ JD sleeve sponsorship

Credit: Leeds United

Leeds United has named sports fashion retailer JD as its official sleeve sponsor for the upcoming 2020/21 Premier League campaign.

The agreement has been described by Leeds United as the ‘latest ground-breaking commercial deal’ for the club following partnerships with Adidas and SBOTOP this year. As part of the deal, JD’s logo will be featured prominently on the left arm for both its men’s and women’s teams, whilst also being printed on adult and junior replica shirts. 

Leeds United Executive Director Paul Bell added: “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.

“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.

“Following our landmark partnership with adidas, the global leader in football, we’re now pleased to secure a relationship with JD, the leader in sports fashion.

“We are looking forward to working with JD, in what I’m sure will be an important partnership for both JD and Leeds United.”

Due to the timing of the agreement, Leeds have stated that the initial stock of home replica kits will not feature the logo due to them being printed prior to the deal. Nevertheless fans who have bought the ‘logo-less’ shirt can get the brand printed through a selection of JD shops and also the official Leeds United stores from September 1.

Peter Cowgill, Chairman of JD Sports Fashion PLC stated: “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.”

Insider Insight: The agreement signifies the importance of the Premier League, especially in a commercial sense, with the newly promoted side continuing to profit from ‘ground-breaking’ deals which most likely wouldn’t have been possible in the Championship due to the competition’s stature and the global health pandemic.

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