EFL Trophy set for rebranding as Jersey Mike’s eyes record sponsorship deal
The English Football League’s much-renamed knockout competition is on the verge of yet another rebrand, with American sandwich chain Jersey Mike’s closing in on a record-breaking sponsorship agreement worth £5 million over five seasons, reports BritPanorama.
This deal is expected to breathe new life into the tournament, once known as the Vertu Trophy, and will likely increase prize money for participating clubs.
EFL officials are keen to finalise the arrangement before the next round of midweek fixtures this season, which includes all 48 League One and League Two sides along with 16 Premier League under-21 academy teams.
While Jersey Mike’s remains largely unknown to British consumers, it boasts approximately 3,300 outlets across the United States and Canada, generating annual revenues of around $4.2 billion. The chain, famed for its Original Italian and Famous Philly Cheese Steak subs, aims to leverage its partnership with the EFL as it makes its entry into the UK market, with a debut store in London’s West End expected by the year’s end.
The company’s aspirations don’t stop there; it plans to establish around 400 locations throughout the United Kingdom and Ireland. Industry experts suggest this expansion could spark competition with established brands like Subway.
Jersey Mike’s would become the twelfth distinct corporate sponsor for the tournament, contributing to a rebranding history spanning over four decades. The competition has adopted several commercial titles since 1984, beginning with the Freight Rover Trophy and passing through various sponsors such as Sherpa Van and Leyland DAF.
Clubs are set to receive an initial payment of £900,000 for the current campaign, a substantial increase from the previous deal, where Vertu paid £800,000 in 2025/26. The competition, which commenced in August, also features academy sides from sixteen Premier League clubs, although champions Arsenal are among those participating, while Manchester United, Bournemouth, and newly promoted sides Coventry City and Hull City have opted not to enter.
This evolving landscape of sponsorship and branding underscores how competitive football continues to adapt to a market increasingly influenced by corporate partnerships, reflecting the broader trends in professional sports.
