Jersey Mike’s secures £5 million naming rights as EFL Trophy eyes prize boost

The English Football League will sign a £5 million, five‑year naming‑rights agreement with AMERICAN sandwich chain Jersey Mike’s to sponsor the EFL Trophy, the deal announced by CHIEF MIKE KEEGAN on 15 September 2026. The partnership, described as a record‑breaking five‑season sponsorship, will see the competition rebranded ahead of its British invasion.

Why the league chose an American brand

Officials are close to sealing the record partnership, which will also raise prize money for the competition that was formerly known as the Vertu Trophy. The tournament, open to all 48 League One and League Two clubs plus 16 invited under‑21 academy sides, offers clubs a financial lift at a crucial stage.

Jersey Mike’s aims at a UK and Irish rollout

Jersey Mike’s, a staple across the US and Canada with 3,300 branches and an annual turnover of around $4.2 billion, plans its first UK store in London’s West End later this year and ultimately wants 400 stores across the UK and Ireland. The brand’s entry aligns with its ambition to capture market share from rivals such as Subway.

Clubs will benefit from an initial payment of £900,000 for this season, a figure that raises over the term of the deal. By comparison, Vertu paid £800,000 in 2025‑26 and averaged £720,000 across its three seasons as title sponsor.

Luton Town manager Jack Wilshere, who celebrated winning the 2026 EFL Trophy, welcomed the increased financial backing, noting it could help smaller clubs compete more effectively.

Industry experts believe the move signals a war in the sandwich market, with the American chain poised to challenge established high‑street names.

For the English Football League, the deal secures a lucrative revenue stream and heightened exposure for the Trophy. For Jersey Mike’s, the sponsorship provides a high‑profile platform to launch its UK presence and accelerate the planned expansion.