Sheffield Wednesday’s extra income after surprise new partnership

Sheffield Wednesday decision to partner with Italian brand, Macron, as their new kit provider came as somewhat of a surprise, but in trying times it should be seen as a welcome boost.

It was confirmed on Friday that the Owls had partnered with the sportswear brand ahead of the 2021/22 season, explaining that they had penned a ‘long-term’ deal that would see them kit out Wednesday for the foreseeable future.

Having had Elev8 as their kit provider for a few years, there had been no hints that a change was on the cards, however the lack of revenue over the pandemic may well have had a role to play in a decision being made to look elsewhere for another income stream.

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When Macron signed up to provide Real Sociedad’s kits in Spain last, it was reported that the deal was worth around €1m a year, and while the details of Wednesday’s deal are unknown, it’s understood that it’ll see a significant amount of money come into the club – which is much needed on the back of a difficult 18 months.

Wednesday are in the process of trying to sort out a number of off-the-field issues ahead of the start of the new campaign, and there’s no doubt that a cash injection – whether up front or in instalments – will certainly help their cause in that respect.

The club have stated that the gear that Macron provide for preseason will be auctioned off for charity, with no date having been given as yet regarding when the official 2021/22 range will be released.

Sheffield Wednesday have a new income stream after partnering with Macron as a kit provider. (Macron/SWFC)