Biggest ever deal for Sheffield United as club reveals new sponsor

Sheffield United has unveiled what it says is the largest-ever commercial transaction in the club’s history.

The Australian headquartered global multi-asset broker, USG, has agreed a three-year term Premier League principal partnership with the club to become front of shirt and sleeve sponsor.

United, which has just won promotion to the Premier League, said the sponsorship was a significant financial boost.

It added that the deal recognised the club’s place at the highest level of the English game, which has a global audience of over three billion through television, online and social media.

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

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.”

USG, which has its headquarters in Sydney, is a multi-award winning broker which enables clients worldwide to trade currency pairs, indices and commodities.

USG Chief Executive, Shay Zakhaim, said: “We are honoured to have a partnership with a club with such a rich tradition and history.

“We are excited to be at the beginning of a new chapter in the club’s story.

“United and the Premier League offer worldwide exposure for our business and that is something we are very keen to embrace.”

Specialist sports lawyers at Walker Morris, in Leeds, advised Sheffield United on the sponsorship deal. The law firm’s team now acts for 10 of the 20 Premier League Clubs.

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

Reed said: “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 them compete amongst the country’s top sides.

“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.”

Acknowledging the law firm’s role, Bettis said: “We would like to give our thanks for the invaluable support and expertise offered by the Walker Morris Sports Group throughout the deal.

“It is that kind of experience the club needs when entering into such an important agreement.”

 

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