JOHNSTONE'S PAINT has renewed its title sponsorship of the Football League Trophy, England’s lower-tier club football competition, for a further three seasons until 2014/15 – extending its association with the league to nine years.
The premium paint brand’s association with the Trophy is the longest sponsorship in the 29-year history of the competition for League 1 and 2 clubs and is valued by Frontloaded at around £1 million over the three-year term.
Previous title sponsor of the competition, which climaxes in a final at Wembley Stadium, are: LD Vans (2000-2006), Auto Windscreens (1994-2000), Autoglass (1991-94) and Rover with three brands – Leyland DAF (1989-91), Sherpa Vans (1987-89) and Freight Rover (1984-1987).
Commenting on the deal, Johnstone’s Paint marketing director, Jason Metcalf, said the sponsorship had created a “huge buzz across the brand’s network of decorating centres and thousands of independent stockists” with football-themed community projects and ticket giveaways.
“More than five million fans have watched Johnstone’s Paint Trophy matches, in grounds and on television, since the sponsorship began and Johnstone’s Paint has also engaged with up to two million people through numerous community projects,” he said.
“It has been one of our biggest success stories and we couldn’t be happier to be reinforcing our relationship with the clubs and their legions of fans.”
The extension of the Johnstone’s Paint contract coincides with the brand’s 125th anniversary in 2015.