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West Brom agree deal with £216million company for new shirt sponsor

Senior Correspondent AUTHORITY Senior sports journalist with experience at GRV Media and VAVEL; University of Derby graduate. FOCUS Exclusive content, statistical analysis, and deep-dive reporting across the Breaking Media network. THE INSIGHT Max utilises a network of club and industry contacts to deliver verified, exclusive reporting and data-driven insight. He provides the intelligence behind the stories to ensure fans get the full picture.

Published on:

15 Jul 2026, 11:10 am

West Brom have announced a new back-of-shirt sponsor.

The Baggies have had a partnership with Ideal Boilers for several years and that is continuing into the new season.

They signed a three-year extension in 2023 to extend their presence at The Hawthorns into a record-breaking ninth year.

Their logo has already been showcased on the new away shirt which was released earlier in June.

It now looks as if they will be joined on the new kits by a new agreement ahead of the new Championship campaign.

West Brom are yet to announce the detail, but a hidden detail on their website has revealed a fresh agreement.

West Brom confirm DPD sponsorship on Wednesday

The fresh away strip was revealed to pay homage to their Black Country heritage.

A red design is adorned by an outline of the Red House Glass Cone in Wordsley as it's base pattern.

It has certainly split opinion among supporters, but it could soon feature an added element.

That comes as DPD looks set to be announced as a back-of-shirt sponsor at The Hawthorns after a graphic was posted to the West Brom website.

That features the logo of the courier and logistical company with the caption, "Official back of shirt sponsor".

The deal has since been confirmed by the Albion in a statement posted at midday on Wednesday.

West Brom fans not happy with new away kit - but there's a reason behind it

How will DPD impact West Brom?

Having such a massive company and brand associated with the Baggies will represent a positive to many.

A "multi-year partnership" has been agreed for DPD to become the Official Delivery Partner and Back of Shirt Partner at The Hawthorns.

Our official Delivery Partner and Back of Shirt Partner. 🫡

We're proud to announce a new multi-year partnership with DPD – bringing together two of the Black Country’s most recognisable names. 🤝
— West Bromwich Albion (@WBA) July 15, 2026

They represent a direct link to West Brom through the Black Country after being founded in Smethwick in 1970.

The obvious change that will be seen is their name and logo on the back of Albion shirts for the men's, women's and academy teams moving forward.

Their statement also confirms that fans will start to see DPD's presence in B71 when the new season begins.

More detail is said to be coming "in due course", but their deal will include new community programmes delivered with The Albion Foundation.

It appears to be a deal that will benefit all parties as James Morrisons' side look ahead to a fresh start.

West Bromwich Albion Football Club