The Premier League (PL) club, Sheffield United FC have announced a partnership extension with one of the leading asphalt companies, SteelPhalt.
As part of the deal, SteelPhalt has taken over the sponsorship of the iconic Kop Stand for an additional three seasons.
Since the 1960s, SteelPhalt, situated in Rotherham, has developed and manufactured high-performance asphalt items for the UK roadmaking sector. Their brand synergy is ideal for the club, given their extensive participation in the steel sector and the club’s strong presence in the steel city.
The road surfacing firm began its partnership with the Blades in 2015 by acquiring the naming rights to the Sheffield United Academy and has continued to promote the club commercially ever since, becoming a well-known brand surrounding Bramall Lane.
SteelPhalt, Managing Director, Martin Gray, said, “We are delighted to extend our partnership with Sheffield United and pleased to take on the naming rights of The Kop Stand. It has a strong tradition within the local community, which works extremely well alongside our values of heritage, and I am sure that it will assist the global exposure of the SteelPhalt brand.
Sheffield United, Head of Commercial, Paul Reeves, said, “This continued commitment from SteelPhalt will take us past a decade of working with a significant global business. Our aim as a club has always been one to build long term relationships and this extension certainly demonstrates how well it can work for both parties when it is a true partnership. I would like to personally thank Martin and his colleagues for their valued support and look forward to further showcasing their business to a worldwide audience”.
SteelPhalt, which staffs over 50 people in two locations, one in South Yorkshire and one in South Wales, collaborates with councils, local governments, and contractors to build long-lasting roads for a sustainable future.