Lagardère Sports finds sleeve sponsor for Stoke
Nordeus, the mobile phone games developer, has signed up as the sleeve sponsor of Premier League club Stoke City in a multi-year deal.
The agreement, which was brokered by international sports agency Lagardère Sports, will entail branding for Nordeus’ Top Eleven game appearing on the left sleeve of the shirts of Stoke’s first team, under-23 team and ladies team for all league games starting in the 2017-18 season.
Premier League clubs are now free to seek sleeve sponsors after the league freed up the opportunity, and Manchester City recently agreed a deal with existing partner Nexen Tire.
Stoke chief executive Tony Scholes said: “We are delighted to have secured a new agreement with Top Eleven and would like to thank Lagardère Sports for the important role that they played in helping us to find such a strong and like-minded partner. The agency’s insight and knowledge of the Premier League platform and Stoke City FC as a club was very beneficial in bringing the relationship together.”
Carl Woodman, the UK managing director for Lagardère Sports, added: “As the market leading agency in Premier League club rights sales, we believe that the new sleeve sponsorship opportunity offers an amazing platform to international brands, and we are absolutely delighted to be the first agency to conclude a new partnership in this area.
“We are sure that the association between Stoke City FC and Top Eleven will be a great success for both parties and we look forward to helping more clubs and brands secure such strong opportunities going forward.”
The addition of sleeve sponsors for the first time was made possible by the decision taken ahead of this season to dispense with a title sponsor for the Premier League, albeit bank Barclays remains involved in a lower-tier capacity.
It was reported this year that the league's leading clubs could be in line for an annual sum of £10 million ($13 million) from sleeve sponsorship deals.
Lagardère Sports is also out in the market seeking sleeve sponsors for the Bundesliga clubs it represents.
Like the Premier League, the German top flight is permitting sleeve sponsorship from next season and Hoffenheim recently became the first club to appoint a partner, signing a two-year deal with Prowin, the direct sales firm.