Loaded Announces Front of Shirt Partnership with Derby County
Loaded has agreed a landmark partnership with Derby County Football Club, becoming the club’s Front of Shirt (Principal) Partner for the Men’s and Women’s First Teams, B-Team, and U21 Team for the 2026/27 season.
Derby County is a natural fit for Loaded. Competing in the EFL Championship, one of the most competitive and widely followed football leagues in the world, the club combines a passionate fanbase, deep football heritage, and growing international ambitions.
Football and gaming are increasingly connected through players, fans, creators, and the wider culture surrounding the game. The partnership reflects a shared ambition to engage modern audiences in ways that feel authentic to how football and gaming communities already interact today.
As part of the partnership, Loaded branding will feature across playing and replica kits, Pride Park Stadium, club media channels, digital campaigns, and matchday experiences throughout the season.
Cormac Moylan, Chief Marketing Officer for Loaded, commented:
“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, if you’ll excuse the pun, 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. And 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.”
Read more about the Loaded x Derby County partnership HERE, and check out the announcement video HERE.
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