Johnstone’s Paint Trophy Keeps Title Sponsor

Johnstone’s Paint has extended its title sponsorship of The Johnstone’s Paint Trophy for a further three seasons.

The announcement was made at Wembley Stadium, with the release of thousands of multi-coloured balloons to symbolise Johnstone’s commitment to ‘bringing colour to the beautiful game’ through until 2014/15, extending the premium paint brand’s association with The Football League to nine years – the longest sponsorship in the competition’s 29-year history.

Speaking about the deal, Football League Chairman Greg Clarke said: “I am delighted that we have extended our successful sponsorship with Johnstone’s Paint.

“They have worked extremely hard to help us raise this competition’s public profile and popularity with supporters. I look forward to further strengthening our relationship during this next stage of our partnership.”

The Johnstone’s Paint Trophy has gone from strength to strength during the first six seasons of the sponsorship following a package of reforms designed to raise the appeal of the competition. Changes included the scrapping of extra-time, increased regionalisation in early rounds and a renewed commitment from clubs to fielding first-team sides in matches.

Only clubs in Leagues 1 and 2, participate in the tournament which offers the opportunity of a dream final at Wembley Stadium and for Johnstone’s the sponsorship has developed brand strength and visibility.

Johnstone’s Paint Marketing Director, Jason Metcalf, said: “More than five million fans have watched Johnstone’s Paint Trophy matches, in grounds and on television, since the sponsorship began and Johnstone’s Paint has also engaged with up to two million people through numerous community projects.

“So with this in mind, it is clear to see why we are all so thrilled to be extending our sponsorship. It has been one of our biggest success stories and we couldn’t be happier to be reinforcing our relationship with the clubs and their legions of fans.”

Successful community projects include a search to honour selfless non-league managers in 2010, along with a competition for young bloggers to write about their teams’ trophy exploits last season.

A shirt amnesty for World Emergency Relief in 2009 – where communities in South Africa were given hundreds of football shirts to train and play in – was also a resounding triumph.