Salford City FC debut 24/25 away kit as Fireball Whisky is revealed as new front-of-shirt sponsor

But the deal isn't just limited to kit sponsorship.

Danny Jones Danny Jones - 5th July 2024

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.

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.


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.


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.

Here’s how Salford’s new away strip looks:

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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.


“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.”

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Featured Images — Salford City (via X)/m01229 (via Flickr)