Burton Albion FC has exclusively appointed Birmingham-based Sporting Group International (SGI) to find the club’s new main shirt sponsor for the 2026/27 season.
The news comes after the club’s recent unbeaten run in the last six games confirmed their League One place for what will be the ninth consecutive season.
SGI is a leading global sports agency specialising in high-value sponsorship and commercial partnerships, with offices across the UK, Europe, Asia and the Middle East.
Ian Dutton, SGI’s UK managing director, explained how the front-of-shirt sponsor is “the most powerful and visible commercial partnership” available at the Staffordshire club.
Mr Dutton said: “We’re delighted to be working with Burton Albion to find their next front-of-shirt sponsor.
“This is a proud community club that enjoys genuine loyalty and engagement from fans, and League One is a competitive, well-supported division with strong media coverage.
“This opportunity is the most powerful and visible commercial partnership available, delivering consistent brand exposure in every game, in every photo and in all TV match coverage.
“The new front-of-shirt sponsor will also feature on pitch-side displays and match programmes, with prime access to the club’s corporate and business network, plus time with players, and lots more.
“Burton upon Trent is a hard-working town built on a strong manufacturing and brewing identity, and the new sponsor could be a local business or a national business that resonates with the town’s heritage.”
Burton Albion has played League One football since 2018, and has been managed by Gary Bowyer since December 2024. They reached the FA Cup’s 4th round this year, only losing after extra time against Premier League club West Ham United.
The club plays at The Pirelli Stadium, holding nearly 7,000 fans. League One matches enjoy regular live coverage on Sky Sports channels across the UK and internationally, with selected FA Cup ties on TNT Sports, Discovery+, and highlights on BBC and ITV.
Burton Albion also has one of the English Football League’s fastest growing social media audiences, with total followers up 10% in the past three seasons to more than 300,000.
Tom Mahon, chief operating officer, at Burton Albion FC said “We’ve been impressed by SGI’s success as a sports sponsorship specialist, and are confident they will find the right partner for Burton Albion.
“We have a loyal and engaged fanbase, selling close to 4,000 shirts last season, more than double the number sold in the previous season.
“We’ve also just announced Admiral Sports as our official kit supplier from the start of the 2026-27 season, which will further boost fans’ interest.
“Along with our growing TV and digital audiences, brand exposure will be supported by our experienced marketing and sales team, with regular touchpoints across matchdays and grassroots projects.”
Mr Mahon added that Burton Kia, Burton Albion’s front-of-shirt sponsor last season, will be continuing as a club partner in other ways for the 2026-27 season.
SGI brokers multiple sports sponsorships, and recent examples including:
• A five-year deal naming Bolton Wanderers’ ground the Toughsheet Community Stadium, after the Bolton-based recyclable building products manufacturer.
• EV charging specialist Easee’s front-of-shirt sponsorship of Gloucestershire Cricket Club’s 2026 kits.
• Modern heating specialist Haier HVAC’s sponsorship of the Professional Darts Corporation’s World Cup of Darts 2025.
SGI will be managing all commercial negotiations, contractual documentation and activation planning on behalf of Burton Albion. Any brand interested in the sponsorship opportunity should contact SGI via info@sportinggi.com.
