The English Football League (EFL) team, Sheffield Wednesday have announced a new partnership with Fibrely, a UK-based Internet Service Provider.
As part of the deal, the brand has become the club’s new front-of-shirt partner. As the Owls begin a new era, the broadband and mobile provider’s logo will feature beside Wednesday’s famous new crest and Umbro’s legendary double diamond.
Fibrely, situated in South Yorkshire, will be embossed on all playing and replica shirts, home, away, and third, for the 2026-27 season. More than just a logo on a shirt, the fan-first alliance revolves around the individuals that make Wednesday what it is.
Furthermore, exclusive activations and freebies will be announced throughout the season, beginning with a brand-new home shirt for the first 1,000 Owls supporters to sign up for Fibrely. Along with this, the internet and mobile provider will also offer goal difference-linked service reductions to Fibrely account users, ensuring that when Wednesday wins, you also win.
Chief Executive Officer, David Bruce, said, “Fibrely share our ambition to put supporters first and build genuine connections with the people and communities we represent. As a South Yorkshire business with ambitious plans of its own, Fibrely understands what Sheffield Wednesday means to this city. Together, we’ve created a partnership that rewards our supporters, strengthens our connection with the local community and reflects the exciting journey our football club is now on. We are delighted to welcome Fibrely to Sheffield Wednesday.”
Director at Fibrely, Luke Rogan, said, “Wednesday is an amazing club with a proper comeback story. The fans have been through it, stayed loud, and now there is real energy around what comes next. That is exactly why this partnership makes sense for us, as likewise, Fibrely is passionate about its Sheffield roots and its ambitions for the future. We did not want this to be another shirt sponsorship where a brand appears on the kit and disappears into the background. We want supporters to feel part of it. That means giving shirts to Fibrely customers who are Wednesday fans, running exciting competitions throughout the season and backing the team with offers that improve when players score. The message is simple: when Wednesday does well, Fibrely customers do well too, and we don’t think a broadband or mobile deal can get much better than that.”
