Brighton & Hove Albion announced that sports fashion retailer JD Sports will be the club’s sleeve sponsor for the 2017-18 season.

The JD logo will feature on the left arm of Albion’s home, alternate and third shirts, and was worn for the first time when West Brom visited the Amex this weekend.

Supporters will be able to have the branding applied to their shirts for free from Monday 18th September*, either in the Seagulls Superstore at the Amex, or at the JD store in Churchill Square, Brighton.

Albion chief executive Paul Barber said, “This is another exciting partnership for the club and we are delighted to welcome JD as our first ever shirt sleeve sponsor in the Premier League.

“JD is an instantly recognisable brand amongst football fans and we are looking forward to seeing their logo on our shirts for the first time this Saturday.

“They join our list of high-profile partners at the club, and we are excited to be working with them over the coming season.”

JD Group marketing director Stephen White said, “JD are delighted to become the first shirt sleeve partner of Brighton & Hove Albion.

“Off the pitch JD lives on the shoulders of our customers across the UK through our iconic duffle bag and we hope to have the same effect with the Seagulls’ shirt arm. Through our partnership with Brighton & Hove Albion, we’ll be a major part of their debut season in the Premier League and connect with fans in the city and beyond.”

JD is acknowledged as the leading specialist multiple retailer of fashionable branded and own brand sports and casual wear in the UK.


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