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Bury FC announce partnership with big-name local brand after ‘milestone’ season
Danny Jones
Following their landmark North West Counties Football League title, Bury FC are toasting their trophy success with a significant new partnership, as multinational franchise JD Sports will be sponsoring the side moving forward.
The Premier Division champions sealed what they have dubbed a “milestone” first piece of silverware and first promotion for some time with a 4-0 win over Burscough FC last weekend: a moment which feels like a far cry away from the uncertainty of recent years.
A NWCFL Division One North title did come during the Bury AFC era.
It was only back in 2019 that Bury were dismissed from the EFL entirely, splintering into two teams after 125 years; fast forward to 2025 and now the Greater Manchester club are looking to reconsolidate their position in the football pyramid with efforts such as this latest commercial move.
Also founded in Bury back in 1981, JD Sports is the latest and most established local organisation to sponsor The Shakers to date, marking a big step forward for those around Gigg Lane.
While the exact nature of their collaboration (i.e. featuring logo on kits, around the stadium and so on) is yet to be detailed, nor has the initial length of the partnership deal been confirmed, getting the brand on board is still a big coup.
Not only is the retailer a well-known name in sports apparel and high-street fashion, with their own line of more than 90 JD Gyms across the UK too, but as a fellow local turned nationwide business from the same borough, their success story is also one that Bury FC can take plenty of inspiration from.
With a league record-breaking 8,719 fans filing into their historic home ground for the final game of the season, demonstrating an extraordinary level of support and loyalty throughout the community, teaming up with JD is an extension of “reignited pride” and brings football back to the heart of the local area.
As for JD – which also boasts a glowing global presence in over 36 countries – sports partnership manager Abi Haywood went on to add: “We’re thrilled to be partnering with Bury FC, a club that sits at the heart of our community. As a company founded in Bury, this partnership means a lot to us.
“It’s about more than football – it’s about giving back to the town that helped shape who we are. We’re proud to support Bury FC and to play a part in the club’s future, both on and off the pitch.”
The Shakers signed off the announcement by stating: “As Bury FC continues its mission to climb back up the football pyramid, the Club remains deeply committed to regaining its place at the heart of the community.
“With the support of local businesses, lifelong fans, and a town full of pride, Bury FC is building a future worthy of its historic name.”
Here’s hoping this is just the start of an already brilliant comeback and that Bury never need come back from so close to the brink again.
Up The Shakers.
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Featured Images — @ftchris/Leo Reynolds (via Flickr)