Salford City strike sponsorship deal with Whisky giant

Salford City have announced their new shirt sponsor after agreeing a deal with Fireball Whisky.

The American Cinnamon Whisky brand has struck a multi-year deal to become the club’s front-of-shirt sponsor for the next three seasons.  

In a first-of-its-kind agreement, Fireball will become the Ammies record sponsor and the partnership will be visible throughout Salford’s broadcast, news media and digital output, as well as being seen through in-store and on-field branding.

This unprecedented deal comes five months after the club announced their search for external investment.

The Salford City chief executive Nicky Butt previously explained that there were “major opportunities in front of us” and outlined a plan to “find the right partner to help the club capitalise on significant sporting, commercial and infrastructure” openings.

On the Fireball agreement, he said: “We are excited to welcome Fireball as our men’s team front of shirt sponsor for the next three years, and we are really looking forward to working with them.

Salford has a rich history of being creative and doing things in our way, so when this opportunity to partner with Fireball came about and we saw how they have made an impression on their sector, it resonated with us and the journey we have been on since taking over a decade ago.”

For Fireball, the partnership marks a venture into uncharted territory: this is the brand’s football first sponsorship. Lorenzo Farronato, the firm’s managing director has welcomed the deal: Fireball was inspired to enter the game but knew we needed to do it right. The partnership with Salford City FC is a match made in heaven.”

The partnership may prove to be, indeed, a match made in heaven. This season, Salford City will attempt to escape League Two at the sixth time of asking, and Fireball’s investment could be a catalyst for success this time around.

The Ammies new third kit debuts the Fireball sponsor, as shown below.

Salford City third 2024-25 ⚪️ pic.twitter.com/25z86DyYlg

— Salford City FC (@SalfordCityFC) July 5, 2024