Hartlepool United appoints Sporting Group International to help secure new sponsor

Hartlepool United FC has appointed an expert sports agency to help secure new sponsors for the club’s first team kit, naming rights and digital channels.

Sporting Group International (SGI) will be looking for fresh partners for the National League club ahead of US-based real estate developer Landon Smith’s first full season as chairman and owner.

SGI is a leading global sports agency specialising in high-value sponsorship and commercial partnerships, with its headquarters in Birmingham and offices across the UK, Europe, Asia and the Middle East.

Rose Stoker, commercial and operations director at Hartlepool, said:

“We are pleased to announce that we have contracted SGI to support with securing new brands for the club’s headline assets, including our Principal, Official and Associate sponsor portfolio.

“SGI has built up an impressive reputation as a sports partnership specialist, and we are sure they will help us to attract strong brands to Hartlepool and support our commercial team with sponsorship acquisition and account management in this exciting new era.”

Ian Dutton, SGI’s UK managing director, said:

“We are delighted to be working with Hartlepool United to find the right partners to help fund the club’s future success.

“The club has a range of valuable sponsorships available, with multiple positions on the playing kit and plenty of other opportunities, including the ground and digital presence.”

The 2026 SVB LIVE Conference & Exhibition – focused on elevating the live experience – is being hosted at Everton FC’s spectacular new Hill Dickinson Stadium on October 1st and 2nd, with an Opening Night Icebreaker at Liverpool FC’s iconic Anfield Stadium on September 30th.

SGI has brokered multiple sports sponsorships in recent years, with recent examples including:

• A five-year deal naming Bolton Wanderers’ ground the Toughsheet Community Stadium, after the Bolton-based recyclable building products manufacturer.
• EV charging specialist Easee’s front-of-shirt sponsorship of Gloucestershire Cricket Club’s 2026 kits.
• Modern heating specialist Haier HVAC’s sponsorship of the Professional Darts Corporation’s World Cup of Darts 2025.

Founded in 1908, Hartlepool has always enjoyed strong support in the industrial port town on the north-east coast, with home crowds being one of the highest in the National League.

SGI will be supporting with all commercial negotiations, contractual documentation and activation planning on behalf of Hartlepool United.

Any brand interested in the sponsorship opportunity should contact SGI via info@sportinggi.com.

Established in 2016, Sporting Group International (SGI) is a global sports agency with representatives in the UK, Spain, Italy, India and Japan. Based in Birmingham UK, the company connects brands, athletes and opportunities across the world of elite sport.

The SGI team brings unmatched expertise and insider knowledge, trusted at the highest levels of the industry. It delivers results across high-value sponsorships and international market development. From stadium naming rights, shirt and sleeve sponsorships, official partnerships and grassroots CSR programmes to athlete endorsements – SGI makes things happen.

SGI also acts as strategic advisors for rights holders, brands and investors, turning insight and connections into measurable growth with its experience, contacts and deep understanding of the sporting landscape.

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