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
Startling statistic raises eyebrows around Manchester United’s defensive capabilities under Erik ten Hag
Danny Jones
Things continue to go from bad to worse for Manchester United this season and yet more unfortunate statistics following another chaotic showing have once again put their capabilities under Erik ten Hag, especially in defence, under scrutiny.
Man United got off to a dream start at the Estádio do Dragão against Porto, starting on the front foot and scoring two goals inside 20 minutes and from two sources who needed them most: Marcus Rashford and Rasmus Højlund returning from injury.
However, it didn’t take long for the home team to pull one back – just a few minutes in fact – and then by the 50th minute the visitors suddenly found themselves losing 3-2 and chasing an equaliser into stoppage time.
Thankfully, Harry Maguire got them out of jail right at the death but it is that now apparent trend of conceding multiple goals in a short space of time that has raised even more serious questions around the team’s mentality, resilience after letting one in and ability to defend in general.
Just in Europe since the start of last season, Man United have conceded two goals in four minutes at Bayern, two in 10 mins vs Galatasaray (h), two in four minutes vs Copenhagen (a), two in nine minutes vs Galatasaray (a) and now two in seven minutes vs Porto (a).
As you can see, it’s not just that this was the 31st time since the beginning of last season that United have conceded two more goals in a match, the most any current Premier League club in that time, but it seems to be the short bursts in which these goals come.
As broken down by ESPN’s Rob Dawson, it seems to be a case of when it rains it pours as the above stat is in Europe alone, where they seem to be picking up even more bad habits on top of that immediate vulnerability after letting one in.
Despite it scoring 12 in their last four matches in Champions and Europa League competitions and even managing to go 2-0 up in three of them, they haven’t managed to win a single one, as the draw against the unconvincing Portuguese side also marked the fifth European game in which they’ve conceded a trio of goals at the other end.
Worse still, according to even more damning stats thrown up by Opta, this ultimately became the 24th time Erik ten Hag’s side has conceded three goals or more in a game – again, the most of any Premier League side and with several of those goals coming in short bursts.
Alarming stuff, but the Dutchman is keeping calm at least on the surface, telling media that he and the players are “mad and motivated” by the current situation but that fans have to remain patient and hopeful that the results will start to improve.
“Don’t judge us in this moment, wait until the end of the season. We’re in a process.”
Erik ten Hag has full belief in his squad moving forward 💪
Match hero Maguire also came to the manager’s defence in his post-match press conference but did once again hit at a problem with motivation and belief: something that both Christian Eriksen rather concerningly touched on last month, admitting that the dressing “didn’t want it enough.”
The Red Devils must now play an in-form Aston Villa who recently won late on their long-awaited Champions League away at Villa Park this weekend and, as if he didn’t need one already, a win is essential for Erik ten Hag.
What about you, United fans – how long do you think he realistically has left to turn things around?
You can watch all the highlights from Man United vs Porto down below.
Featured Images — TNT Sports/Sky Sports (via Screenshot)
Sport
Luke Littler is holding a meet-and-greet this weekend – but not exactly where you’d expect
Danny Jones
Young darts sensation Luke Littler has about as big a 12 months as a professional could hope for and many of those who don’t even watch ‘The Arrows’ now know his name, so much so that he’s already holding a meet-and-greet that is selling quicker than you say ‘180!’
Warrington locals are set to welcome Luke ‘The Nuke’ back to his hometown but it’s fair to say the event is taking place exactly where you would have expected.
The 2024 World Series, Premier League of Darts and Players Championship winner’s fame and reputation have continued to skyrocket ever since his debut, so he’d easily have fans lining up pretty much anywhere, especially in the WA postcode.
Nevertheless, hordes of kids looking to follow in his footsteps and bolster a new generation of youth darts players can attend Luke Littler’s meet and greet at none other than… a Smyths Toys Superstore.
As you do.
Located on the JunctionNINE Retail Park, Warrington Symths Toys will see the 17-year-old taking photos with fans, chatting to budding darts hopefuls and, as it turns out, show off his new personal collection.
Yes, while there will be plenty of wholesome selfies and wide-eyed little kids looking to meet their local hero, Littler and his team chose this particular location as Smyths Toys will be stocking his new range of Target Darts.
Once again, his meteoric rise has seen a huge uptake in young people wanting to try their hands at the sport, with the official Luke Littler Cabinet Set even being named as the Judge’s Pick for ‘Best Gift for Teens’ at the 2024 Christmas Wishlist Awards.
Beyond that, the shop also has the highly sought-after Luke Littler Magnetic Dartboard set for the little one, as well as the Luke Littler Steel-Tip Brass Darts, designed in celebration of the 17-year-old’s tremendous performance at the 2024 PDC World Darts Championship.
Speaking ahead of the event, Littler said: “I’m really excited to meet everyone at Smyths Toys in Warrington this Saturday! It’s been an incredible year for me, and I can’t wait to connect with fans in my hometown and inspire the next generation.”
Adam Thompson, Head of Marketing at Target Darts added: “We’re thrilled to host this fantastic meet-and-greet event with Luke Littler. Luke has had an extraordinary year and we’re proud to celebrate his success with this special opportunity for fans to engage with him…
“It’s a great way to inspire young players and bring the darts community together and we can’t wait to see everyone in Warrington!”
The meet and greet will kick off from 1pm on Saturday, 5 October but you’ll have to be quick if you want to secure a spot. However, the store will still be open between the regular hours (9am-8pm), so you can still try your luck to try and catch a glimpse of ‘The Nuke’ and pick up a darts set or two.