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Swansea seeks to boost global brand through GWFX partnership

English Premier League football club Swansea City has announced a record shirt sponsorship deal with online trading firm GWFX, one of the core brands of global financial services provider Goldenway.

Swansea said that the agreement represented the largest sponsorship deal in the club’s 101-year history. The GWFX brand is set to adorn the Welsh club’s shirt for the 2013-14 season, with the Press Association news agency reporting that the initial one-year deal is valued at £2m (€2.4m/$3.1m).

The deal was brokered by sports marketing consultancy SportQuake, which will also assist in managing the sponsorship.

Swansea said that the partnership would help both Goldenway and the club to grow their presence in existing territories and also expand into new markets and especially the Greater China area through a number of joint initiatives.

Swansea vice-chairman Leigh Dineen said: “It is the first time Goldenway has invested in football sponsorship and we are honoured that they have entrusted us to carry their brand into the Barclays Premier League and the world stage. It shows how far we have come over the last decade, on and off the pitch, and I’m convinced that this new partnership will help take our global profile to a whole new level.”

Swansea finished ninth in the Premier League last season and lifted the Capital One Cup, the first major trophy in its history.