Swansea City and Joma extend and expand working relationship
Swansea City is delighted to confirm a long-term extension to its partnership with Spanish sportswear brand Joma that provides a significant revenue increase and includes the exclusive naming rights to the club’s academy base.
The extension will see Joma remain as Swansea City’s official technical and sportswear partner until 2030, taking the relationship between the two organisations to 14 years, having first started working together in 2016.
The seven-figure sportswear and naming rights agreement represents an increase of nearly 25 per cent on the revenue from the previous deal, and includes the rebranding, refitting and improvement of facilities within the academy headquarters at Landore.
This has been renamed the Joma High Performance Centre with immediate effect, with the club and Joma contributing to the costs of the rebranding and the improvement of facilities to help ensure the academy is best equipped to continue its proud history of producing players who can thrive at senior level for club and country.
The refitting has included artwork featuring nods to prominent academy products who have thrived for the Swans and beyond, such as Dan James, Joe Rodon, Joe Allen and Connor Roberts, while work has also been done to improve the classroom facilities and the areas for parents and spectators.
The elongation of the working relationship between Swansea City and Joma means the club continues to have creative licence over the design of all its kits, training wear and travel wear.
Additionally, from next season, the club and Joma will be offering a wider range of sizes for supporters to choose from when purchasing their Swansea City merchandise.
“We are delighted to continue our partnership with Swansea City AFC for the upcoming seasons. The past years have highlighted the level of confidence and trust that exists between us. We are confident that the partnership will only continue to strengthen in the future,” said Marina López, chief executive officer of Joma.
Gavin Levey, academy manager at Swansea City, added: “On behalf of everyone associated with our academy I would like to thank Joma for agreeing this exciting strategic partnership.
“To be successful in our aim of becoming a ‘best in class’ academy, it is essential we operate in a high-performance environment.
“Having Joma on board with the academy will help enhance our facilities with increased branding and imagery over the coming seasons, whilst continuing to supply high quality training and match kit for all Swansea City academy players and staff, at the Joma High Performance Centre and Fairwood Training Ground.”
About Joma Sport football
The Spanish brand, established in 1965 by Fructuoso Lopez, has a large portfolio of clubs and national teams, including Villarreal CF, Norwich City, Hibernian, Swansea, Atalanta BC and Torino, all benefiting from the brand’s industry expertise. And national teams such as Ukraine, Romania, Cuba and Honduras among others. Besides, Joma is present in the market in more than 140 countries and has eight subsidiaries in the United States, Italy, China, UK, Germany, Mexico, Panama and Brazil.