Sporting Group International broker record deal for Bolton Wanderers Stadium Naming Rights

Feb 20, 2023

Placeholder image

Sports partnership specialists Sporting Group International has helped Bolton Wanderers Football Club secure the biggest sponsorship deal in the club’s history through a stadium naming rights partnership with Bolton-based recyclable building material specialists, Toughsheet.

The new five-year agreement will see the home of the Sky Bet League One club named as The Toughsheet Community Stadium from 1 July. The partnership will run until at least the end of the 2027/28 season, with all high profile external and internal signage and digital in-stadia assets replaced.

Sharon Brittan, Chairman of Bolton Wanderers said: “I would like to thank our CEO Neil Hart, and Adrian Wright and Charlie Bannister at Sporting Group International for their diligent work in supporting us to secure this fantastic sponsorship deal for the club.

“When we met with Dougi and his Toughsheet team as part of the process to find a new stadium naming rights partner, it was clear straight away that they live and breathe Bolton. Lifelong fans, they have built a hugely successful business in the town with an impressive green agenda that employs local people. Their love for Bolton Wanderers and for Bolton itself is what set them apart as the right company for the club to team up with.

“Through this partnership, they now play an immensely significant role in helping us take the next step forward in securing the longer-term stability of the club and our ambitious plans for the future.”

Sporting Group International started working on the project in September and engaged more than 400 brands as part of the process. Around 20 businesses subsequently met with the club, including the current naming rights incumbent the University of Bolton.

The new naming rights agreement for Bolton Wanderers is one of several partnerships supported by Sporting Group International in the last 18 months, including recent deals for fellow EFL club, Watford.

“We’re delighted to have helped Bolton Wanderers achieve its biggest ever sponsorship deal by partnering it with an organisation and people who have a great passion for the club,” said Charlie Bannister, Head of Sponsorship at Sporting Group International.

“Having started the process last Autumn, we held conversations with multiple brands. The opportunity to bring together Bolton Wanderers together with a recognised, local business proved to be the perfect fit and we look forward to seeing the partnership develop.”

Dougi Mercer, Managing Director of Toughsheet said: “As Bolton Wanderers fans, this is a dream come true and a huge moment for everyone involved in Toughsheet.

“We had spent some years feeling disillusioned with the club but since Sharon Brittan and her team have been at the helm, that feeling has dissipated. Bolton Wanderers has been transformed under her stewardship into a financially stable, true community club.

“We love this club and this town. We are delighted to be in the position to give something back and to be part of the history of this incredible stadium.”

In addition to being home to Bolton Wanderers since 1997, the 28,723-capacity stadium has welcomed some of music’s biggest names in concert, including Sir Elton John, P!nk, Coldplay and Oasis. It also hosted England’s victory over France in last year’s Rugby League World Cup and has previously staged several other international and World Club Challenge fixtures.

For further information about Sporting Group International, please click here.

For further media information, please contact Tom Rawlings on 07789 813999 or email