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Poundland announced as new principal partner

27 April 2022


Poundland announced as new principal partner

27 April 2022

Walsall Football Club is delighted to confirm that Poundland will be our new Principal Partner for the next three years in what will be the largest commercial partnership in the club’s history.

The retailer, whose customer support centre is based in Walsall, will have the naming rights of the stadium which will be known as the Poundland Bescot Stadium and will have their branding adorned across the top of the two-tier stand and in various locations around the stadium bowl.

They will also be our shirt sponsor and we are thrilled to reveal our 2022/23 home, away and third kits.

Poundland have been commercial partners since early 2020, having sponsorship rights of the main stand and has also featured on the Midpoint advertising screen overlooking the M6 – the largest free standing Out of Home (OOH) platform in Europe.

The discount retailer has been involved in some fantastic initiatives since working with the club including a generous donation of toys to the annual Christmas toy appeal as well as making a donation of 500 Easter eggs that were handed out at our recent open training session and holiday soccer camps.

Poundland has had a presence in the Walsall area for many years, having been established in the Midlands a little over 30 years ago with just a single store.

It now has over 850 stores all across the UK & Ireland offering a huge range of top brands and great quality own brand items, employing around 18,000 colleagues and serving approx. seven million customers every week.

Our new strips will see Poundland’s branding on the front and back of the strip.

The strips are manufactured by our Official Technical Partners Errea for the sixth season.

All strips will feature the Black Country flag inside the neck of the shirt.

The home strip is red with red shorts and red socks. It features a green trim on the collar and a green and white trim on the sleeve.

It also sees ‘The Saddlers’ written across the front.

Our away kit has a retro feel to it and is a nod to our 1988/89 away strip. It’s white with stripes and features a red trim on the collar.

The third kit is predominantly black with a green paintbrush effect.

Details on prices and when the new strips will be on sale will be confirmed in due course.

Poundland have been working with the club for just over two years and are excited to become principal partner and continue growing an already strong relationship.

Barry Williams, Poundland’s managing director was delighted at the development of the partnership with the club. 

“While we’re a national wide retailer, involved in communities right across the UK, Walsall and the Midlands will always be our home,” he said.

“And that’s why we’re so proud to take our relationship with Walsall Football Club to the next level as we support the role they also play in our community.

"We’re very honoured to be able to add our name to the Bescot Stadium we know the fans and the community love."

Walsall Chairman Leigh Pomlett added: “I am delighted that Poundland will be our principal sponsors.

“A company with their Head Office in Walsall sponsoring the town’s football club seems so fitting.

“The relationship has become closer and closer over time but this takes it to a new level.

“I am also pleased that Poundland will be a very active and supportive sponsor.”


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