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Leeds United secure JD as sleeve sponsor for Premier League return

Image credit: Leeds United

Leeds United, the English side recently promoted to the Premier League, has signed up sports and fashion retailer JD Sports as its first-ever official sleeve sponsor.

The agreement covering the 2020-21 season allows JD to sport its logo on the left arm of the men’s and women’s first-team shirts and will also be printed on adult and junior replica shirts.

Earlier this month, Leeds unveiled a shirt sponsorship agreement with betting operator SBOTOP in the largest commercial deal in the club’s history. The company has replaced fellow betting operator 32Red as shirt sponsor.

The Yorkshire club also recently finalised its five-year kit supply deal with global sportswear brand Adidas, which replaces Italian sportswear brand Kappa in the role.
The deal will run for five years from the start of the 2020-21 season and will see the brand supply the match kit and training wear across all the club’s teams.

On the sleeve sponsorship agreement, Leeds United executive director Paul Bell said: “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.

“We have successfully grown our retail operations over the last two years, increasing the number of official stores, upgrading our e-commerce 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.”