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Wolves and Sure tie up training kit sponsorship

Unilever-owned personal care brand seals deal for 2020/21 season.

27 October 2020 Steven Impey

Getty Images

  • Wolves latest Premier League club to agree training kit partnership
  • Sure adds to English soccer portfolio that also includes Chelsea and Man City

English top-flight soccer club Wolverhampton Wanderers have appointed the Unilever-owned personal care brand Sure as their official training kit sponsor for the remainder of the 2020/21 Premier League season.

The financial terms of the deal have not been disclosed but it has been confirmed that Sure will gain branding on all Wolves first team training apparel, and will also work with the club around lifestyle and wellness initiatives.

The move adds Wolves to Sure’s expanding sponsorship portfolio within the Premier League, having also struck deals in 2018 with Chelsea and also Manchester City’s owners, City Football Group (CFG). 

Russell Jones, Wolves’ general manager for marketing and commercial growth, said: “Through this partnership, Wolves will work with work with Sure to continue their involvement within the passion of football in the UK and encourage people to live an active and healthy lifestyle.”

With clubs seeking to carve out alternative revenue streams during uncertain financial times, Wolves’ tie-up with Sure also represents the latest training kit deal in the Premier League in recent months.

Liverpool have expanded their training kit partnership with insurance firm AXA, which now includes naming rights to the Premier League champions’ UK£50 million (US$65.2 million) Kirkby training centre.

Newly promoted Leeds United and Leicester City have also both recently agreed deals for training kit inventory.

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