EFL in the Community to become league’s new back-of-shirt partner

The EFL’s charitable arm, EFL in the Community (formerly EFL Trust), will be on the back of every player’s shirt across all 72 EFL clubs from the beginning of the 2024-25 season. 

This forms part of the league’s continued commitment to amplifying the work of its clubs’ charities, including Swansea City AFC Foundation, which sit at the heart of their communities across England and Wales. 

The branding will leverage the powerful platform of the names and numbers on the back of playing shirts to raise awareness of the incredible community work across the EFL. 

The change comes at a time when there will be more eyes on the EFL than ever before with the new broadcast deal between the EFL and Sky Sports set to see more than 1,000 EFL games broadcast across the 2024-25 season. 

EFL in the Community works with clubs and club community organisations (CCOs) to make a positive contribution to towns and cities across the country, focusing on creating healthier, stronger communities and supporting education and employability. 

In bringing together a network of trusted charities and partners, EFL in the Community channels the local impact of clubs and CCOs into large-scale national projects, opportunities and policy activations to benefit the lives of many; with EFL clubs and CCOs collectively able to generate over £1billion of social value to towns and cities across the country, supporting nearly one million people each year. 

Director of EFL in the Community, Debbie Cook, said: “Seeing EFL in the Community adorning every shirt in the EFL is a proud moment for everyone involved.

“Not only is it recognition of the great work that’s delivered 365 days per year, it also presents a unique opportunity for EFL in the Community to reach new eyes and ears, on a local, national and global scale, thanks to the millions of people watching EFL matches in stadiums or at home. 

“We’ve seen how football and community together has the power to address inequalities and tackle a range of social issues. In putting EFL in the Community on shirts, we have a fantastic opportunity to raise awareness of the important role our clubs play, and we’re confident this will help us reach new audiences and positively impact even more people’s lives in the years to come.”