Full fibre broadband and mobile provider Fibrely has entered a new partnership with Sheffield Wednesday, becoming the club’s new shirt sponsor as the Owls prepare for an anticipated push to return to the Championship, and perhaps beyond.
The broadband and mobile provider will feature on the front of Sheffield Wednesday’s home and away shirts, with the new kits due to be officially unveiled in the coming weeks ahead of the 2026/27 season.
The partnership comes at a defining moment for the club, which has welcomed new owners and fresh investment, and is building towards its desired return to the Championship with real momentum behind it.
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For Fibrely, the deal is “more than a logo on a shirt.” It is “a fan-first partnership built around the people who make Hillsborough what it is.”
As part of the collaboration, Fibrely will release a run of 1,000 Sheffield Wednesday shirts for new Fibrely customers who support the Owls. Further shirt giveaways will run throughout the season, and the broadband provider will also launch goal difference-linked service discounts for customers, meaning the better Wednesday performs on the pitch, the better the deals get.
Luke Rogan, director at Fibrely, said: “Wednesday is an amazing club with a proper comeback story. The fans have been through it, stayed loud, and now there is real energy around what comes next. That is exactly why this partnership makes sense for us, as likewise, Fibrely is passionate about its Sheffield roots and its ambitions for the future.
“We did not want this to be another shirt sponsorship where a brand appears on the kit and disappears into the background. We want supporters to feel part of it. That means giving shirts to Fibrely customers who are Wednesday fans, running exciting competitions throughout the season, and backing the team with offers that improve when players score.
“The message is simple: When Wednesday does well, Fibrely customers do well too, and we don’t think a broadband or mobile deal can get much better than that.”
The partnership will also give Fibrely a high-profile presence across Sheffield Wednesday’s matchday and retail channels, while creating a platform for local engagement throughout the season.
The launch announcement doesn’t specify any incentives that might be available to fans of Wednesday’s cross-town rivals Sheffield United, although a cynic might suppose that Fibrely broadband connections in a significant proportion of South Yorkshire households may become about as common as Sharp TVs in this one.
