How we helped an EFL club secure a Canadian shirt sponsor

Newfoundland and Labrador, Canada's most easterly province, is roughly the size of Great Britain but has a population of just over 546,000. Seeking to create jobs and raise its global profile, the provincial government took an unconventional approach: sponsoring the shirt of Barrow AFC, a League Two football club in England.

This unique deal highlights the power of sport to connect communities across borders and underscores the importance of legal expertise in securing innovative sponsorship agreements.

How SO Legal supported the deal

Barrow AFC sought assistance from our corporate team which specialises in working with clubs and sponsors at all levels, from grassroots to professional football. Our experience spans player contracts, stadium agreements, and sponsorship deals, making him a valuable partner for Barrow in this cross-border negotiation.

The sponsorship agreement involved unique cross-jurisdictional considerations, as it was negotiated with a Canadian government department. Important details needed careful negotiation to ensure the terms aligned with Barrow's goals while keeping their obligations under the agreement reasonable and manageable.

Hamed Ovaisi commented:

“This is a really exciting partnership for Barrow and further proof of the growing appetite in North America to strategically invest in clubs within the EFL rather than just the Premier League.”

Alisha Henry, Chief Operating Officer at Barrow AFC, commented:

"Thanks to SO Legal, our negotiations for the sponsorship agreement with Newfoundland and Labrador were seamless and empowering. His expertise and insight helped Tony Shearer and I handle the complexities, ensuring Barrow AFC secured a partnership that truly reflects our values and ambitions."

Photo: The Government of Newfoundland and Labrador is the front of shirt sponsor for Barrow AFC. The Canadian province is welcoming newcomers from around the world. For more information, visit homeawaits.ca.

A partnership in the spotlight

In addition to the more than 3,000 fans who attend Barrow's home matches and the regular television coverage enjoyed by League Two clubs, the team recently gained national attention during an away day at Chelsea in the Carabao Cup. The match exposed the Newfoundland and Labrador sponsorship to an even broader audience, making it a valuable investment for the Canadian province.

The shirt itself has also been a hit with fans. Alongside the sponsor's branding, it features submarines, a nod to Barrow's long-standing connection to shipbuilding. 

Since James Ramsden founded the town's shipyard in 1871, Barrow has been at the forefront of British shipbuilding. Today, BAE Systems continues this legacy, building nuclear submarines and advanced maritime vessels and keeping shipbuilding central to the town's identity.

Photo: League Two club Barrow AFC call the SO Legal Stadium their home.

Expert legal advice for sponsorship agreements

Sponsorship deals are vital for football clubs, sports organisations, and athletes, offering opportunities for growth, visibility, and revenue. Securing legal expertise is essential to ensure agreements are fair, protect all parties, and account for any unforeseen challenges.

Our solicitors offer nationwide support for the sports industry from our offices in London, Brighton, East Sussex, and Cumbria. Whether you're a club, athlete, or sponsor, we're here to help with every aspect of sponsorship agreements and partnerships.