Sheffield-based branding agency Peter and Paul has been appointed to support Sheffield Wednesday, as the club enters a new chapter under its new American ownership.
The investment marks a significant moment for the club, with international backers choosing Sheffield Wednesday and appointing Peter and Paul as its creative and strategic partner in a new positive milestone for the city and its sporting heritage.
The agency will work with the club as it looks ahead to its next phase. The campaign, “Born 1867. Reborn 2026” is a focus on how Sheffield Wednesday shows up both on and off the pitch, and how it reconnects with its supporters and the city.
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Peter Donohoe, founder at Peter and Paul, said: “Sheffield Wednesday means a huge amount to this city and to so many people in it – me included. It’s a club with incredible history and loyalty, but it’s fair to say that connection hasn’t always felt as strong in recent years.
“I’m so proud that we’ve been trusted by the new ownership to support a fresh start. Our ambition is simple; to help shape a better Wednesday, on and off the pitch, built with the spirit of the city at its heart.”
The work marks the beginning of a longer-term process, with further brand updates to follow over the summer.
Peter and Paul, which has been based in Sheffield for over 20 years, has worked with culturally significant brands including Warp Films, Google, Domino Recording Company, Universal Music Group and Urban Splash.
Founded in 1867 as an offshoot of The Wednesday Cricket Club, Sheffield Wednesday Football Club is a professional football club based in Sheffield which currently competes in the EFL League One, the third tier of English football, following its most recent relegation in 2025-26. Now owned by Arise Capital Partners LLC, it is one of the oldest surviving football clubs in the world of any code, and the second-oldest professional association football club in England, discounting teams with informal or disputed foundation dates.
