Johnstone’s Paint has cemented its place at the heart of English football by extending its sponsorship of The Johnstone’s Paint Trophy into a tenth season.
The premium paint brand will continue its long association with The Football League by sponsoring the competition for the 2015-16 campaign.
It means one of the longest and most successful sponsorship deals in the history of English football goes on as Johnstone’s Paint continues to deliver on its pledge to ‘bring colour to the beautiful game’.
Jason Metcalf, marketing director for Johnstone’s Paint, said: “We are extremely proud of the way the sponsorship of The Football League Trophy has developed over the last nine years and delighted to be taking the agreement in to a tenth season.
“The competition has gone from strength to strength and it was fantastic to have more than 72,000 fans at Wembley for the 2015 final between Bristol City and Walsall in April, an extra special occasion for us as it coincided with the 125th anniversary year of Johnstone’s Paint.
“We are very proud that we have engaged with millions of people throughout the sponsorship and look forward to further strengthening our relationship with the clubs and their legions of fans moving forward.”
Commenting on the extension of the sponsorship deal, The Football League’s chief executive Shaun Harvey said: “Ten years of continuous support is an outstanding level of commitment from a sponsor and I would like to offer my grateful appreciation to Johnstone’s Paint for continuing what is comfortably the longest and most successful sponsorship in the history of this competition.
“The Johnstone’s Paint Trophy remains a great opportunity for League 1 and League 2 clubs to enjoy their own piece of cup glory and enjoy the financial rewards associated with such success.
“This was demonstrated last season when Bristol City became the first club to win the competition for the third time and along the way earned £700,000 of additional income.”
The Johnstone’s Paint Trophy has evolved since first carrying the name of the Johnstone’s Paint Trophy in 2006. Regulation changes have included scrapping extra time for all matches except the final and increased regionalisation from the early rounds which has provided more local derbies for fans to enjoy.
Mr Metcalf added that the sponsorship creates an exciting buzz across the network of Johnstone’s Decorating Centres and thousands of independent stockists, with customers benefitting from free ticket giveaways and numerous football-based initiatives.
Johnstone’s Paint has also vowed to continue with its exciting off-pitch activity which has previously included the Johnstone’s Paint Pot Challenge, Ultimate Finish competitions and, for the first time in 2014-15, the Community Spirit campaign which offered one charity in the UK the chance to win a re-decoration makeover of its facility.
Mr Metcalf added: “Engaging with communities across the UK is a key ethos of the business and we are delighted to be able to do that through the Johnstone’s Paint Trophy.”