Sheffield United sign major sponsorship deal with USG

Sheffield United - Principal Partner Print news article

24/06/2019

Specialist sports lawyers at Walker Morris have advised Sheffield United on the most lucrative commercial partnership in the Club’s history.

The Australian headquartered global multi-asset broker, USG has agreed a three-year Premier League partnership with the Blades to become their front of shirt and shirt sleeve sponsor. It is a significant financial boost recognising United’s place at the highest level of the English game which has a global audience of over 3 billion through television, online and social media.

Confirmation of the partnership came at a high-profile media conference at the Club’s Bramall Lane Stadium attended by representatives of USG, United’s co-owner Kevin McCabe, manager Chris Wilder and captain Billy Sharp.

The deal is the latest in a recent run of successful Premier League sponsorship agreements that the Walker Morris Sports Team has advised on, and cements the team’s position as the “go-to” Sports team in football sponsorship. The Team now acts for 10 of the 20 Premier League Clubs with no other UK law firm advising on more current Premier League front of shirt, shirt sleeve, kit supply, commercial partnership and other sports commercial agreements.

Katie Reed led the Walker Morris Team, with assistance from Peter Considine and Owen Ormond (Finance) and Matthew Lingard (Intellectual Property).

United’s CEO Stephen Bettis said:

“We are really excited to have USG on board as we begin our journey back in the Premier League. Having an international sponsor on board shows just how far the Club has come both on and off the pitch.

“We would also like to give our thanks for the invaluable support and expertise offered by the Walker Morris Sports Group throughout the deal. It is clear that they are market leaders in this area, and it is that kind of experience that the Club needs when entering into such an important agreement.”

Katie Reed from the Walker Morris Sports Team added:

“We are delighted to have advised Sheffield United on its Premier League sponsorship deal with USG. It is great to see the Club back in the Premier League, and we will look forward to seeing the Club compete amongst the country’s top teams.

“The Sports Team at Walker Morris continues to demonstrate its national reputation for managing complex football agreements. This particular deal involved lawyers across four departments and shows our ability to provide strength and depth in expertise and knowledge to our clients in the Sports industry.”

Our Specialists