SBD/June 28, 2013/Marketing and Sponsorship

EPL's Swansea City Gets China-Based Shirt Sponsor; Everton Unveils New Nike Kit

Goldenway has agreed to a one-year deal with EPL club Swansea

EPL club Swansea City will kick off the ’13-14 season “with a new kit sponsored by Chinese finance company Goldenway,” and the $3.05M deal (all figures U.S.) is the “biggest in the club’s history,” according to Chris Wathan of The Hong Kong-based brand, “who specialise in financial exchange and precious metal trading -- have agreed [to a] 12-month deal to sponsor the Swans' shirts, taking over from gambling company 32Red,” whose $1.52M deal was bought out last season. The new deal was “announced at the launch of Swansea's new home and away strips” for the ’13-14 season -- “where the company's GWFX logo will adorn the shirts -- with both the club and the new sponsors aiming to increase their profile in new markets.” There is an “option on both sides to extend the deal after the initial year-long agreement.” Goldenway is “sponsoring a sports team for the first time and admitting the Premier League's huge profile in Asia was a major reason behind the decision.” Swansea Chair Huw Jenkins, whose club is in its third season at the top level of U.K. soccer, said being a part of the EPL is "of paramount importance" in attracting sponsors to the team (, 6/28).

TOFFEE RECIPE: In Liverpool, David Prentice reported EPL club Everton “unveiled a new home strip" for '13-14. The new Nike strip is “23 per cent lighter than previous Nike kits.” The new home kit is “made from recycled polyester in accordance with Nike’s commitment to a low environmental impact.” The shirt and shorts of each kit are “made from up to 13 recycled plastic water bottles” (LIVERPOOL ECHO, 6/27). In London, Joe Mewis noted the new home shirt “will feature the Toffee's controversial new club badge for the first time.” It also “features Nike's Dri-Fit technology and comes after the American sports giant underwent a programme of 3D body scans of leading footballers to produce a more tailored, athletic fit” (, 6/27).

ALL SAINTS DAY: In London, Matthew Morlidge notes the new kit for EPL club Southampton “was leaked" Wednesday on Twitter and "received negative feedback” from fans of the club. Fans “completed a poll on a forum showing the response to the kit, and several fans posted 'Save Our Stripes' on the site.” The “only stripes on the strip are those of new partner Adidas, who were unveiled as the new sponsor at the beginning of June,” replacing Umbro (London DAILY MAIL, 6/28).

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