Elms Marketing stamps EFL licensing deal
Elms Marketing, a shirt manufacturing company, has signed an exclusive licensing badge deal with the English Football League, the body that operates the English soccer leagues below the top-tier Premier League.
Under the four-year agreement, Elms Marketing is to exclusively supply the names, numbers and sleeve badges on the shirts and replica jerseys of all the EFL’s 72 teams.
The deal follows an invitation to tender process for the EFL that will result in a new style of letters, numbers and sleeve badges for the 2018-19 season.
The new badges will also feature on shirts in the EFL Cup, Checkatrade Trophy, with a new style to be introduced for the 2020-21 campaign.
The EFL said the licence fee brought in from the deal represents a “significant uplift” for clubs.
Elms Marketing replaces UK-based Sporting iD, which has been the EFL’s long-term name, number and sleeve badge supplier.
Sporting iD also holds deals with the Premier League, Scotland’s SPFL and rugby union’s Premiership Rugby.
Shaun Harvey, chief executive of the EFL, said: “The ability to include the name and/or number of a supporter’s favourite player has become an important feature of being a football fan. I look forward to working with Elms Marketing to assist our Clubs to further improve retail sales by incorporating a distinctive, eye catching design that is consistent across all 72 Clubs, promoting the EFL Brand and Charity Partner.”