EFL Renamed Tournament as Jersey Mike's Trophy
The English Football League signed a five-year sponsorship deal with the US sandwich chain.
Updated on Sept. 22, 2026 in Soccer
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The English Football League has officially renamed the EFL Trophy to the Jersey Mike's Trophy. The rebrand follows a new five-year sponsorship agreement between the league and the US-based sandwich company.
Why it matters
The partnership serves a dual expansion strategy, helping Jersey Mike's enter the UK market while simultaneously increasing the EFL's brand awareness among audiences in the United States.
The competition saw 270,000 fans watch the 2025-26 season, which was won by Luton Town. The sponsor currently operates more than 3,300 stores across the US and Canada.
The players
EFL
The English Football League is the governing body for the three professional football divisions below the Premier League.
Jersey Mike's
This US-based submarine sandwich chain is launching its brand into the United Kingdom and Ireland.
Luton Town
This professional football club serves as the winner of the 2025-26 EFL competition.
The details
The competition includes League One and League Two clubs alongside Premier League Under-21 sides. Jersey Mike's is using the partnership to support its move into the United Kingdom and Ireland, with plans to open its first restaurant on Argyll Street this autumn, followed by three additional sites in central London.
Timeline
September 22, 2026: The competition is officially renamed.
Autumn 2026: Jersey Mike's opens its first UK location.
April 11, 2027: The season's final will take place at Wembley.
Season Trajectory
This deal follows the established pattern of the EFL's commercial partnership strategy, which seeks to align domestic sporting assets with international retail brands. The sponsorship integrates the tournament into a broader global expansion narrative for the league.
Fans will see the rebranded trophy across all match broadcasts featuring League One, League Two, and Premier League Under-21 sides. The new sponsorship will culminate in the tournament final scheduled for April 11, 2027, at Wembley Stadium.
The takeaway
The move signifies a growing trend of US-based chains leveraging European sports to establish immediate brand familiarity in new markets. Consumers can expect a more visible presence of the brand throughout the upcoming season.
Further reading
For more information on the latest league developments, visit the Soccer section.
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