THE EFL Trophy has been rebranded and given a new change yet again.
It was known as the Bristol Street Motors Trophy for just over a year, with the company taking over as the rights holders for the start of the 2023-24 season.
Now the competition will be known as the Vertu Trophy – with Vertu a parent company of Bristol Street Motors.
It is the latest sponsorship deal for the company, who are already the front of shirt sponsors for Yorkshire County Cricket.
Vertu also have a deal with basketball team Newcastle Eagles, with their ground named Vertu Motors Arena.
Their sponsorship of the EFL Trophy was part of a deal which saw Vertu become the official car dealer of the EFL.
The rebranding will come into immediate effect, starting with Friday’s Round of 32 draw.
Chief Executive Officer at Vertu, Robert Forrester said: “Our partnership with the EFL has been a huge success over the past twelve months, allowing us to engage with community groups across the country and including one of the most dramatic finals in competition history at Wembley Stadium back in April.
“As our business evolves to operate under one brand, we look forward to continuing to work alongside the EFL to drive the Vertu Trophy forwards, and are interested to see what fixtures emerge from Friday’s draw for the Round of 32.”
The EFL Trophy has had 11 different sponsors since 1984 with the competition formerly known as the Papa John’s Trophy and the Johnstone’s Paint Trophy.
EFL Chief Commercial Officer, Ben Wright said of the change: “Vertu have contributed significantly to the ongoing success of the competition and have made a lasting impact in communities by supporting accessible football with ticket initiatives.
“Trophy attendances contributed strongly to the EFL’s status as the highest attended league body in Europe last season, and with every Vertu Trophy match live on Sky Sports this season, the exposure for the competition will continue on an upward trajectory.”
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