September 25, 2020

Under manager Chris Wilder, the Blades have climbed rapidly up the English footballing pyramid. In 2017, United were playing in League One, the third tier of English football. Two years later, they were leaving Premier League clubs bamboozled on the pitch with their unconventional yet efficient tactics. The club will be looking to build on their ninth-place finish from last season. We look at their sponsors for the 2020-21 season.

UNION STANDARD GROUP – Australian global multi-asset broker Union Standard Group (USG) became Sheffield United’s principal sponsor in 2019 in a three-year deal reportedly worth $4.4m per season. The deal sees USG’s logo appear on the Blades’ matchday kits.
However, the deal is currently in jeopardy as USG went into administration earlier this year amidst allegations from the Australian Securities and Investments Commission (ASIC) over the firm’s unconscious action towards its customers. In a worst-case scenario, United’s three-year deal with USG could be cut short with the former left to find a new sponsor.

ADIDAS – German sportswear giant signed an initial four-year deal with Sheffield United back in 2014, when the club was dwindling in the wilderness of English football’s third tier, the League One.
Needless to say, their partnership has seen quite a change of fortune in the past half-decade. The deal’s currently worth $932,000 per season.

H.E. BARNES – Sheffield-based Electrical & Mechanical services provider H. E. Barnes has been a long-time supporter of the Blades. The two amped up their partnership in 2018 when they struck a naming rights deal which saw the Bramall Lane stand at the club’s home ground (also called Bramall Lane) have the H E Barnes brand emblazoned across both of its tiers. H. E. Barnes currently serves as the official UK mechanical and electrical partner of Sheffield United.

UTILITA – Independent energy supplier Utilita serve as United’s official energy partner since 2017.
The deal between the two has been renewed multiple times over the last three years; the last renewal made a month ago.
The deal sees Utilita branding appear at Bramall Lane and Sheffield United’s interview backdrops and social media channels. They also serve as the principal sponsor for United’s matchday replica kits for kids.

AL WEFAQ RENT A CAR – Saudi Arabia-based Al Wefaq Rent a Car signed with Sheffield United as their official car rental partner in 2019.
The deal sees the car rental company’s logo appear on the club’s management and bench-wear apparel on matchdays.

SCORE! HERO – Sheffield United recently signed First Touch Games (FTG) as a global partner on an initial three-year deal.
The deal grants FTG licensing to Sheffield roster of players, kits, staff, and stadium for its football titles that include Dream League Soccer and Score! Match.

MONSTER ENERGY – United recently announced that Monster Energy would continue to serve as the club’s official energy drinks partner going into the 2020-21 season. The deal grants Monster Energy branding rights across Bramall Lane for the entire 2020-21 season.

CISDI – Chinese global engineering giant CISDI was recently announced as a global commercial partner of Sheffield United.
As per the deal, CISDI will be promoting the Sheffield United brand on a global scale through its various projects in the Americas, Asia and Europe.

OFFICECARE – Yorkshire-based cleaning services provider OfficeCare is also an official partner of the Blades. The company sponsors the club’s fan engagement activities and supports their matchday and non-matchday activities.

ALTERNATIVE GRASS – Artificial grass provider Alternative Grass is also an official partner of the Blades. The company support’s the club’s fan experience and recently supplied artificial grass for their Blades Family Hub.

DIXONSCARPHONE – British electrical and communication retailer Dixonscarphone is also an official partner of the Blades. The company supports the club’s fan experience by providing equipment for their Blades Family Hub.

JAQUES LONDON – Jaques of London is the oldest games and sports equipment manufacturer in the world and an official partner of the Blades. The company supports the club’s fan experience by providing its games for their Blades Family Hub.

HALLAM FM – South Yorkshire-based Hallam FM is an official partner of the Blades and supports their fan experience.

SHEFFIELD UNITED COMMUNITY FOUNDATION – Sheffield United Community Foundation is the official charity of Sheffield United Football Club. The Foundation aims to connect the club to the Sheffield community by virtue of sport. It also provide support for the club’s fan experience in the Blades Family Hub and Blades Family Stand on matchdays.

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