Poundland’s sponsorship of its home town’s football team Walsall FC has ended after three years.
The retailer became Walsall FC’s principal sponsor in July 2022, in a three-year deal that saw the club’s home ground renamed The Poundland Bescot Stadium.
Poundland, whose headquarters are in Walsall, also featured as the team’s front of shirt sponsor throughout the partnership.
The deal came to a close on Saturday (31 May), Walsall FC confirmed.
“This partnership has been one of the most significant in the club’s history, and it’s been a genuine pleasure to work so closely with a brand that shares our values and passion for the local community,” said Walsall FC head of commercial Adam Brearley.
“From renaming the stadium to delivering meaningful projects off the pitch, Poundland’s support has been instrumental in helping us grow both commercially and as a force for good in Walsall. I’d like to thank everyone at Poundland for their commitment and collaboration over the last three years.”
Poundland director of marketing Anna Hay said: “It’s been very special to us that we’ve been Walsall’s principal partner. We look forward to working closely with the club in the years to come, building on the close community links we’ve created over the last three years.”
Poundland is currently being sold, with private equity firms Hilco Capital and Gordon Brothers reported to have made it to a shortlist of bidders in an auction being overseen by Teneo.
The discount chain was put up for sale by owner Pepco Group in March, after weak trading at Poundland led to a £650m writedown on the group’s balance sheet.
Pepco Group’s first-half results last month revealed Poundland revenue fell 6.5% to £985m in the six months to 31 March, as poor trading continued from last year.
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