Leeds United and JD have signed a sponsorship deal, with the sports fashion company to become the official sleeve sponsor of the club for the 2020/21 Premier League season.
The agreement marks the first time that Leeds has had a sleeve sponsorship. JD’s logo will be visible on the left arm of Leeds’ men’s and women’s kits.
“We are excited to partner with Leeds United ahead of their return to the Premier League. With the level of support and impact the Club has on the local community, as well as through its global fanbase, it’s great to see them back and for JD to be a part of the journey,” Chairman of JD Sports Fashion PLC, Peter Cowgill, said regarding the partnership.
Leeds United Executive Director Paul Bell said that he was looking forward to working with JD in what will be an important partnership for both organisations.
“JD are one of the most recognised names on the high street and we’re delighted to enter into this new strategic partnership with them. The sponsorship market in the Premier League is as intense and competitive as ever and we are excited to be working with JD on our return to the top flight,” Paul Bell said in a statement.
“We have successfully grown our retail operations over the last two years, increasing the number of official stores, upgrading our eCommerce platform and expanding our ranges of match and replica kit, training and leisure apparel. The JD Group now has over 2,300 stores across 19 International territories including key markets such as Asia, USA and Australia and this new agreement will help the Club gain increased global visibility.”
The deal was signed after the initial release of Leeds United’s replica kit for the 2020/21 season. Fans who bought the kit before the signing of new deal will be able to get the JD logo printed on their shirts at a number of JD stores or at a Leeds United official store.
The new sponsorship deal follows the announcement of a partnership with Adidas in which the sportswear company became the official kit partner of the club for the next five years.
Leeds United also signed their largest ever commercial deal with sports betting company SBOTOP earlier this month.