The Club has confirmed that its Principal Partnership with Poundland will come to a close at the end of this month, on Saturday, 31st May 2025.Poundland became the Saddlers' Principal Partner in July 2022, with the deal marking a significant step forward for the club, not only in terms of profile and visibility, but in their shared ambition to make a real and lasting difference in the community.
As part of the agreement, the Bescot Stadium was renamed The Poundland Bescot Stadium, reuniting the club’s iconic heritage with the name of a company rooted in the local area. Poundland have also proudly featured as front of shirt sponsor throughout their tenure, giving the partnership prominent visibility both on and off the pitch.
With their headquarters located just a stone’s throw from the stadium, Poundland’s values have consistently aligned with the Club's – most notably through their commitment to giving back and creating meaningful impact in Walsall and the wider region.
Together, Walsall FC and Poundland delivered a number of successful community initiatives that reflect their joint commitment to inspiring the hearts and minds of the community - the mission statement set by our ownership group, Trivela.
These have included toy donations to the annual Christmas Toy Appeal, foodbank donations to both Walsall North and Bloxwich & Blakenall Foodbanks, Easter Egg donations as part of the Easter with the Players events, and the provision of free female sanitary products in the stadium toilets on matchdays.
The popular Poundland inflatable goal has also become a regular feature in our Fan Zone.
In the summer months, the stadium has played host to the Poundland Foundation Tournament, helping raise funds to support grassroots projects through the Poundland Foundation - another example of the power of this partnership to go beyond football.
While the Principal Partnership now concludes, the Club's connection with Poundland remains strong, with continued collaboration on a number of ongoing initiatives beyond the Principal Partnership.
Speaking via the club's official website, Adam Brearley, Head of Commercial for Walsall Football Club, said: "This partnership has been one of the most significant in the club’s history, and it’s been a genuine pleasure to work so closely with a brand that shares our values and passion for the local community.
"From renaming the stadium to delivering meaningful projects off the pitch, Poundland’s support has been instrumental in helping us grow both commercially and as a force for good in Walsall.
"I’d like to thank everyone at Poundland for their commitment and collaboration over the last three years."
Anna Hay, Director of Marketing and Customer at Poundland, added: "It's been very special to us that we've been Walsall's principal partner.
"We look forward to working closely with the club in the years to come, building on the close community links we've created over the last three years."