The English Football League (EFL) has announced that with immediate effect, the Bristol Street Motors Trophy will now be named the Vertu Trophy.
This comes after Vertu, Bristol Motors’ parent company, has consolidated its other two automotive retail brands under one roof.
The rebrand of the Vertu Trophy will first take effect for the Round of 32 draw which will be broadcast live on Sky Sports tonight (22 November), with the games scheduled for 10 December.
Ben Wright, EFL Chief Commercial Officer, said: “Vertu have contributed significantly to the ongoing success of the competition and have made a lasting impact in communities by supporting accessible football with ticket initiatives.
“Trophy attendances contributed strongly to the EFL’s status as the highest attended league body in European football last season, and with every Vertu Trophy match live on Sky Sports this season, the exposure for the competition will continue on an upward trajectory.”
Bristol Motors initially signed a three-year deal with the EFL to obtain the title rights for the EFL Trophy, which was set to expire at the end of the 2026/27 season.
Now, not only will Vertu take over the title rights for the competition, but the company will also remain as the official car dealer of the EFL as part of a pre-existing agreement.
The EFL notes that this season’s Vertu Trophy campaign has seen some of the best attendances for games in its current format. These included fixtures featuring Tom Brady-owned Birmingham City and Reynolds-McElhenney-owned Wrexham AFC.
Vertu CEO, Robert Forrester, added: “Our partnership with the EFL has been a huge success over the past 12 months, allowing us to engage with community groups across the country and including one of the most dramatic finals in competition history at Wembley Stadium back in April.
“As our business evolves to operate under one brand, we look forward to continuing to work with the EFL to drive the Vertu Trophy forwards, and are interested to see what fixtures emerge from Friday’s draw for the Round of 32.”
