[Industry news] Loaded announced as new front-of-shirt sponsor for Derby County

This is a press release posted in addition to our usual editorial content.

• Partnership marks digital game store’s latest expansion into football culture

• Digital game store Loaded has been announced as the new front-of-shirt sponsor for Championship football team Derby County.

  Loaded’s distinctive logo will appear on the front of the Men’s and Women’s First Teams, and both the Men’s Under-21 and B Teams’ shirts for the duration of the 2026/27 season.

  The partnership marks Loaded’s continued expansion across gaming, football, and entertainment culture, following the signing of a multi-year agreement with Crystal Palace FC late last year and a recent partnership with EA FC community platform FUTBIN.

  With gamers increasingly engaging with sports clubs and creators, Loaded is embracing football as a natural space to grow its presence.

  As well as the Derby County shirt sponsorship, Loaded will also feature on the club’s multi-media channels and throughout its home stadium, Pride Park.

  An announcement trailer has also been released featuring first team players Dion Sanderson and Sondre Langås to mark the launch of the partnership.

  Watch the trailer here: https://www.youtube.com/watch?v=pFSEUdXPczI

  Cormac Moylan, Chief Marketing Officer for Loaded, said: “We’re incredibly proud to be partnering with Derby County as its Front of Shirt (Principal) Partner, marking a significant moment for Loaded as we continue to establish ourselves as a trusted brand at the intersection of gaming, sport and culture.

  “Derby County is a club with a remarkable history and a fanbase that is genuinely passionate about their club. For Loaded to be associated with that legacy – on the shirt, in the stadium, and across all channels – is something we’re proud of and we’re honoured to play a part in this great club’s next chapter.”

  Stephen Pearce, Chief Executive Officer for Derby County, said: “Following preliminary conversations with Loaded, we quickly ascertained the potential of growing our respective fanbases and partnering with a major player in the gaming sector.

  “We’re constantly looking at how we can further improve our fan engagement programmes, alongside encouraging the next generation of fans. With video games becoming increasingly mainstream, coupled with the ever-changing demographics of a football club and the ways fans want to engage, participate, and interact, the Loaded partnership is a natural fit for everyone.”

  For more information on Loaded, visit loaded.com.