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.
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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.
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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.
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“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
Two Greater Manchester-based Paralympians pick up MBEs following Paris 2024 heroics
Danny Jones
A pair of Paralympians born just down the road and honed two discipline-leading national performance centres here in Manchester have officially been awarded MBEs.
The Northerners doing the country proud – sounds about right.
First off, if the name Poppy Maskill doesn’t ring a bell, the promising Paralympic was Team GB’s best-performing para-athlete at Paris 2024 this past summer, contributing a total of five medals towards the nation’s joint-third-highest tally.
After her heroics at the Games, the teenager who turns 20 this weekend (Saturday, 29 March) was the recipient of an early and very prestigious birthday present, becoming one of the youngest individuals to be made a Member of the Order of the British Empire in history.
She was named on the New Year’s Honours list back in December but finally collected her latest medal in person this week following a ceremony at Windsor Castle, being honoured by King Charles III personally.
Hailing from Middlewich just less than an hour away from our city centre, Maskill might be a Cheshire girl by birth, but this young sporting gem is being polished right here at the state-of-the-art Manchester Aquatics Centre (MAC).
The youngster became the first Paralympian to pick up gold back in August after not only winning the 100m butterfly but smashing the world record in the process, too.
Competing in the S14 class – a category for athletes with intellectual impairments – she finished the heat with in just 1:03, surpassing the previous best by more than half a minute. But her impressive performance didn’t stop there.
MAC regular Maskill went on to win two more golds in the S14 100m backstroke and 4 x100m S14 freestyle relay, as well as a pair of silver medals in the 200m freestyle and 200m individual medley S14. Just incredible.
Poppy Maskill wasn’t the only Greater Manchester-based para-athlete who was recognised this month, though, as Stockport‘s very own two-time Paralympic champion Sophie Unwin was also presented with the accolade for her services to sport.
Named a member of the Order along with her co-pilot Jenny Holl, Unwin’s Paris 2024 medal haul included a double of golds in the women’s B 3000m individual pursuit and the road race tandem B, not to mention a silver in the road time trial and a bronze in the 1000m time trial at Paris 2024.
Following in the footsteps of fellow MBE and Stopfordian cycling legend, Dame Sarah Storey, who won her 19th gold medal to become Britain’s greatest Paralympian of all time – having made the most of MAC and the National Cycling Centre over in East Manchester during her career – the borough did us proud.
30-year-old Unwin has kicked on just as strong in the new year as well, notching a narrow victory to set an unofficial (unfortunately) world record of 4:36.737 in the women’s tandem at the 2025 Lloyds National Track Championships here in Manchester.
Former Manchester City player Joey Barton found guilty of assaulting his wife
Danny Jones
Ex-footballer Joey Barton has officially been found guilty of assaulting his wife following his two-day trial in the capital this week.
Barton, who played for Manchester City, Newcastle United, Queens Park Rangers and a number of other clubs, was convicted at Westminster Magistrates’ Court on Tuesday, 25 March, following an incident back in June 2021.
The former midfielder left his wife, 37-year-old Georgia Barton (McNeil), with a bleeding nose and a bruise on her forehead following a drunken row at their home in London.
Barton is said to have grabbed and pushed her to the floor before kicking her in the head. Married in 2019, the two have four children and are thought to still be together.
The 42-year-old was still employed in professional football as the manager of Bristol Rovers at the time, but he was ultimately sacked in October 2023.
His wife called 999 at the time, telling police that he had hit her, but later retracted her statement.
Born in Huyton, Merseyside, the chief magistrate Paul Goldspring recognised that the one-time England has a history of violence.
He was given a 12-week suspended prison sentence, meaning he won’t serve time unless he commits another offence and has been ordered to pay £2,138.
Since dropping out of mainstream football, in particular, Barton has come under heavy criticism for allegations of racism, sexism and controversial right-wing politics; he even started an ‘anti-woke’ podcast called Common Sense with Joey Barton.
Back in June of last year, he was ordered to pay £35,000 in damages to settle a libel claim with presenter Jeremy Vine after a series of inflammatory comments made online.
The Radio 2 presenter sued Mr Barton earlier this year, after the former footballer wrote a series of posts suggesting Mr Vine had a sexual interest in children.
He also accused of threatening fellow former pro, Eni Aluko, after a torrent of abuse regarding her punditry online – the ex-England international even went so far as to say she no longer felt safe staying in the country.
Danny Jones -
5th July 2024 
