EFL Renames Trophy to Jersey Mike’s Trophy in £5M Deal

The English Football League (EFL) has announced a significant commercial partnership, renaming its trophy competition to the Jersey Mike’s Trophy under a five-year sponsorship deal valued at £5 million. This rebranding takes immediate effect, coinciding with the group-stage fixtures.

This sponsorship is the most lucrative in the tournament's history and is part of Jersey Mike’s strategy to enter the UK and Irish markets, with its first UK outlet set to open on Argyll Street near Oxford Circus in London this autumn. The competition, formerly known as the Vertu Trophy, includes clubs from League One and League Two, as well as invited Category One academy teams from Premier League clubs such as Arsenal, Liverpool, and Manchester City.

EFL chief executive officer Trevor Birch expressed that the partnership aligns with the values of quality, service, and community shared by Jersey Mike’s and the participating clubs. Jersey Mike’s founder Peter Cancro emphasized the community-based origins of the company and its connection to football.