September 23: American sandwich brand Jersey Mike’s has been announced as the new title sponsor of the EFL Trophy on a five-year deal.
The tie is effective immediately and runs until the end of the 2030-31 season, making Jersey Mike’s the fifth sponsor of the competition in the last seven years, which tells you something about the sponsor turnover of this particular trophy.
The competition is contested by League 1 and League 2 clubs along with invited Premier League under-21 teams. Luton Town lifted the trophy last season, beating Stockport County 3-1 in the final at Wembley for the second time in their history.
There is also a familiar face behind the deal. Leyton Orient chairman Nigel Travis has been on the Jersey Mike’s board since January 2025, giving the brand an existing place in English football.
EFL chief executive Trevor Birch defended a competition that was sometimes unfairly dismissed.
“The Jersey Mike’s Trophy has an important place in the football calendar,” he said. “It gives players valuable competitive minutes, provides significant financial support to clubs and gives supporters in League One and League Two the chance to see their team compete at Wembley and win silverware.”
For all the banter the competition attracts, a trip to Wembley and a shot at silverware is very important to lower league clubs and their supporters. An American sandwich chain putting its name, and its money behind it, isn’t bad for the lower reaches of the English game, which are increasingly attracting the interest of American investors looking for a Wrexham-style investment tale.
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