In a time when football clubs often chase global recognition through multinational sponsorships, one Championship side has made a refreshingly different move – and it went viral.

Last week, Preston North End FC announced SpudBros Express – the Preston-born, TikTok-famous jacket potato business – as their new front-of-shirt sponsor for the 2025–26 season.

It’s the kind of partnership that ticks all the boxes: authentic, clever, and culturally relevant. But more than that, it’s a case study in how football clubs can create commercial impact by thinking local, not just global.

The Power of Local Storytelling

SpudBros isn’t your typical sponsor. Founded by two brothers from Preston, the brand has exploded in popularity thanks to viral TikTok content, racking up millions of views with their charismatic personalities and jacket potato creations.

From humble beginnings to national food-truck tours, they’ve built a fanbase far beyond Lancashire – but their roots remain firmly in Preston. That’s what makes this partnership so compelling: it’s not just a logo on a shirt. It’s a symbol of local pride and shared ambition.

“We wanted to work with a growing, successful local company, with enthusiasm, innovative media awareness and a desire to be part of Preston North End’s future,” said CEO Peter Ridsdale.
“This partnership matches our values and enhances our identity as a club.”

A Brand Play That Makes Sense

On paper, it’s a jacket potato brand sponsoring a football team. On TikTok? It’s marketing gold.

Here’s why this deal works:

✅ Cultural relevance: SpudBros have mastered short-form content, speaking directly to Gen Z and Gen Alpha – audiences that football clubs are increasingly trying to engage with.
✅ Authenticity: Fans know when something’s real. This isn’t a faceless betting brand. It’s two Preston lads backing their hometown club.
✅ Commercial creativity: The first 2,000 fans who bought the new kit over the weekend received a free jacket potato voucher – a clever touchpoint that drives shirt sales and brings fans closer to the sponsor.
✅ Mutual benefit: SpudBros gain national exposure through the EFL, and PNE tap into an energetic, digital-native audience.

Preston

Not Just a Sponsorship – A Statement

In a football landscape filled with crypto firms, global betting brands, and remote conglomerates, this deal stands out. It proves there’s value – commercial and cultural – in looking closer to home.

It also shows how clubs outside the Premier League can punch above their weight when they get creative, embrace modern media, and forge genuine partnerships with local entrepreneurs.

This is more than a shirt sponsorship. It’s a message:

“This club belongs to this city. And this city has stories worth telling.”

A New Blueprint for Football Sponsorship

What Preston North End and SpudBros Express have done is more than just a smart deal – it’s a blueprint for what modern football sponsorship can look like.

In an era where clubs are often tempted by the lure of global partners, this move proves that going local can deliver just as much impact, if not more. It’s a win for the club, the brand, the city, and the fans – and a reminder that creativity and authenticity still go a long way in football.

As the 2025–26 season kicks off, don’t be surprised if this unlikely pairing becomes one of the most talked-about sponsorship stories in the game.

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