Walsall FC confirm end of major sponsorship deal

The Saddlers three-year agreement with the bargain retailer, which has its headquarters located in Willenhall, officially finishes on Saturday, May 31.

Poundland became the club’s principal partner in 2022 in a deal which included naming rights to the Bescot Stadium.

Its branding has also appeared on the front of Walsall’s shirts, while it also teamed up with the club on a number of successful community schemes.

The deal is ending at a difficult time for Poundland, which has recently announced several store closures across the UK. Reports have claimed up to 200 stores are at risk, with Poundland’s parent company, Pepco, having put the brand up for sale in March.

Reflecting on the last three years, Walsall FC’s head of commercial, Adam Brearley, said: “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. 

“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.”

Community projects have included toy donations to the club’s annual Christmas Toy Appeal, foodbank donations, Easter Egg donations and the provision of free female sanitary products in our stadium toilets on matchdays.

While the principal partnership is coming to an end, Walsall say they will continue to collaborate with Poundland on “several ongoing initiatives”.

A club statement said: “We are incredibly proud of everything we’ve achieved together and grateful for Poundland’s support during a period of growth and optimism for the club. 

“The relationship has been underpinned by shared values, local pride, and a commitment to doing good both on and off the pitch.”

Anna Hay, Poundland’s director of marketing, 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."