Shirt giveaways and - Sheffield Wednesday announce two partners as shirt reveal draws closer
Sheffield Wednesday have today announced two new shirts sponsors - one for the front and one on their sleeve - as the launch of their 2026/27 kit draws closer.
The front-of-shirt sponsor will be South Yorkshire-based broadband and mobile provider, Fibrely, who will see their brand on the front of all of Wednesday’s shirts for the season ahead, and they’ve committed to giving away shirts to the first 1,000 Wednesdayites who sign up.
Meanwhile, on the sleeve will be Wolf Competitions, who are also the club’s online competitions partner for the 2026/27 campaign. The brand has previously been affiliated with teams such as Sunderland and Wolverhampton Wanderers, and aim to bring exclusive activations, giveaways and prize draws to supporters. The agreement will also see them take ownership of the club’s on-pitch entertainment at half-time.
Fibrely Director, Luke Rogan, said of their partnership with the Owls, “Wednesday is an amazing club with a proper comeback story. The fans have been through it, stayed loud, and now there is real energy around what comes next. That is exactly why this partnership makes sense for us, as likewise, Fibrely is passionate about its Sheffield roots and its ambitions for the future. We did not want this to be another shirt sponsorship where a brand appears on the kit and disappears into the background.
“We want supporters to feel part of it. That means giving shirts to Fibrely customers who are Wednesday fans, running exciting competitions throughout the season and backing the team with offers that improve when players score. The message is simple: when Wednesday does well, Fibrely customers do well too, and we don’t think a broadband or mobile deal can get much better than that.”
And Wolf Competitions Marketing Director, Billy Bone, added, “We’re excited to be joining Sheffield Wednesday as the club’s official online competitions and sleeve partner for the 2026-27 season. Sheffield Wednesday is a huge football club with an incredibly passionate fanbase, and that’s a massive part of what attracted us to this partnership.
“At Wolf Competitions, we love building communities around our brand, so we can’t wait to get to know the Wednesday supporters and create exciting experiences throughout the season. Whether it’s exclusive competitions, matchday activations, content with the players or rewarding fans with unforgettable prizes and experiences, we’re looking forward to bringing something different and engaging to Hillsborough. We’re excited to be part of the Sheffield Wednesday family and can’t wait to get the season underway.”
Bruce on the new Owls sponsorships
Meanwhile, Wednesday’s Chief Executive Officer, David Bruce said of the deals “Fibrely share our ambition to put supporters first and build genuine connections with the people and communities we represent. As a South Yorkshire business with ambitious plans of its own, Fibrely understands what Sheffield Wednesday means to this city.
“Together, we’ve created a partnership that rewards our supporters, strengthens our connection with the local community and reflects the exciting journey our football club is now on. We are delighted to welcome Fibrely to Sheffield Wednesday…
“Our ambition is to improve every part of the Sheffield Wednesday supporter experience, and this partnership is another step towards delivering that.
“Wolf Competitions share our commitment to creating memorable experiences for supporters, and together we’ll introduce exciting opportunities throughout the season, including on matchdays. We’re delighted to welcome Wolf Competitions to Sheffield Wednesday and look forward to working together.”
Wednesday fans are itching to see what kits are in store for the Owls as Umbro’s iconic double diamond returns to their shirts for their upcoming League One battle, and it’s expected that a launch is on the cards within the next week.
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