Salford City FC has officially revealed its new shirt sponsor for the coming seasons as globally-known North American whisky brand Fireball is set to be splashed on the front of their home and away kits.
While Salford City‘s home kit for the 2024/25 season is still yet to be revealed, the away have now been debuted in line with Fireball Cinnamon Whiskey being announced as the Ammies’ latest commercial collaboration, which is said to be a “first-of-its-kind deal” for both parties.
The multi-year agreement will see the spicy cinnamon-infused whisky liqueur feature as the main sponsor on Salford shirts for the next three seasons as part of a “360-degree partnership”.
Confirming the front-of-shirt deal on Friday, 5 July, the two brands will also team up on “various touchpoints including broadcast and news media, custom social and digital content, in-store, and on-field branding experiences” on and off the pitch.
Salford City is excited to announce a new multi-year sponsorship deal with Fireball Cinnamon Whisky that will see the USA's #1 shot brand become the men's first team front-of-shirt sponsor for the next three seasons 🤝
It’s the Canadian alcohol brand’s first foray into English football and a landmark moment for the Greater Manchester club which has been looking to expand its commercial portfolio and generate more revenue.
ADVERTISEMENT
This comes since the Class of 92 group and co-owner Peter Lim opened the club to the floor for new investors earlier this year, with the club’s progress having slowed somewhat after they were promoted four times in five seasons following their 2014 takeover.
Fireball will replace nationwide property development and funding company, Salboy – which many Mancs will likely recognise from various bits of construction across the city centre and beyond – who served as Salford’s shirt sponsor for just one season to kick off their first year with Adidas as manufacturers.
ADVERTISEMENT
The 40-year-old brand can be found in most alcohol aisles in the UK and is shipped all over the world, making the partnership a huge deal for the local outfit, not to mention just the latest in a series of global drinks companies sponsoring clubs – e.g. Ryan Reynolds’ Aviation Gin on Wrexham kits and Red Bull partnering with Leeds United earlier this month.
Commenting on the new kit deal, Salford City CEO and Manchester United legend Nicky Butt said: “We are excited to welcome Fireball as our men’s team front of shirt sponsor for the next three years, and we are really looking forward to working with them.
ADVERTISEMENT
“Salford has a rich history of being creative and doing things in our way, so when this opportunity to partner with Fireball came about and we saw how they have made an impression on their sector, it resonated with us and the journey we have been on since taking over a decade ago.”
Lorenzo Farronato, Fireball’s European Marketing Director added: “Football is a game all about shots – taking them and making them is what the game is all about. So, as the number one shot brand in the USA, Fireball was inspired to enter the game but knew we needed to do it right.
“Fireball’s partnership with SCFC is a match made in heaven – just like our brand, Salford believes in working hard, playing hard and having a ton of fun every step of the way. We share similarly dedicated fanbases, too, and can’t wait to deliver unexpected moments of mischief and celebration to them all season long.”
Featured Images — Salford City (via X)/m01229 (via Flickr)
Sport
Salford RLFC finally confirm new head and assistant coaches
Danny Jones
Salford RLFC have finally announced their new head and assistant coach picks as the new rugby league season fast approaches.
The Salfordian phoenix club had already confirmed they’d reached provisional pre-contract agreements with a new boss and several players following the news of the consortium bid that kept the sporting institution alive, but now they officially have a new leadership team to get behind.
Following Salford Red Devils’ resurrection by the aforementioned investment group – though it still remains unclear whether this will eventually include a full rebranding – familiar face Mike Grady and his assistant Dave Hewitt are now in place.
They replace ex-boss Paul Rowley, now at St Helens, and his assistant, Kurt Haggerty, who both left in October and September of last year, respectively.
Sharing the news in an official statement on their new Instagram account amid a major overhaul of their online presence, the local side wrote: “We are proud to announce Mike as the new Head Coach of Salford RLFC, joined by Dave Hewitt as Assistant Coach.
“Mike brings over 12 years of coaching experience across club and international rugby, most recently leading the Salford Women’s team and previously coaching at Widnes.
“His appointment marks another big step forward in our rebuild, combining experience, passion and a deep understanding of what Salford rugby league stands for: hard work, resilience and exciting rugby.
“Joining him, Dave Hewitt, former St Helens and England Academy player, will focus on developing our attacking play and nurturing new talent.”
Hewitt also played for Oldham RLFC across three spells, as well as Rochdale Hornets.
As for the board, they sign off by adding: “Together, Mike and Dave represent the energy and belief driving this new era for Salford RLFC.”
With several ‘key announcements’ soon to be made, we can expect a better idea of what the new and hopefully improved Salford will look like in time for their opener against the Roughyeds in the Championship on Friday, 16 January.
It is worth noting that the club have yet to reveal any actual squad signings.
As for co-owner Caton-Brown, who knows all about the club and the community from his several years playing in the area, we have the pleasure of chatting with him first-hand about the vision for their future.
As a result, Pep Guardiola and co. have decided to cut the 20-year-old’s loan spell at Championship outfit Watford FC short to bolster their ranks along the backline.
The Italian journalist gave the reports the ‘Here We Go!’ seal of approval on Monday, 5 January, following confirmation of Gvardiol‘s ankle problem.
“Man City act fast as Josko Gvardiol will now be out for several weeks with injury”, he writes, “and so Max Alleyne returns.”
Himself a bit of a utility player, having also been deployed in defensive midfield on occasion, the Bristol-born youth academy product could prove a useful option in various positions across the pitch.
While Guardiola admitted that the versatile Croatian star’s issue “doesn’t look good” – this being the same ankle he had surgery on back in November 2025 – it remains to be seen how serious his Portuguese teammate’s muscle concern is.
Romano continues: “Alleyne has been doing great at Watford on loan… City informed the London club this morning, even if they’re very happy [with] how they managed Max over recent months. Club-to-club good relationship, City wanted Alleyne in their squad ASAP, and Watford let Max leave today.”
The England prospect has represented his country in every age group from the under-17s to Lee Carsley’s U21 side, and has certainly impressed on the national stage.
Danny Jones -
5th July 2024 
