Last year's championship runners-up Brighton & Hove Albion have signed sports fashion retailer JD as their first shirt sleeve sponsor.
Under the terms of the agreement, JD becomes the newly promoted Premier League outfit’s first ever shirt sleeve sponsor. It will also enjoy branding through pitchside LED bands and step-and-repeat boards at the club’s American Express Community Stadium, as well as across their online and social platforms.
The 2017/18 season is the first in which the Premier League has allowed its participants to sell advertising on their left sleeves. Brighton are the 13th team in English soccer’s top flight to take advantage of the new commercial opportunity.
Brighton's chief executive Paul Barber said: “This is another exciting partnership for the club and we are delighted to welcome JD as our first ever shirt sleeve sponsor in the Premier League.
“JD is an instantly recognisable brand amongst football fans and we are looking forward to seeing their logo on our shirts for the first time this Saturday.
“They join our list of high-profile partners at the club, and we are excited to be working with them over the coming season.”
JD Group marketing director Stephen White said: “JD are delighted to become the first shirt sleeve partner of Brighton & Hove Albion.
“Off the pitch JD lives on the shoulders of our customers across the UK through our iconic duffle bag and we hope to have the same effect with the Seagulls’ shirt arm. Through our partnership with Brighton & Hove Albion, we’ll be a major part of their debut season in the Premier League and connect with fans in the city and beyond.”
The JD logo will feature on the sleeve for the first time when the Seagulls host West Bromwich Albion this Saturday on the south coast.