Hartlepool United kicks off commercial partner search

A North East football club has appointed a Birmingham-based sports agency to help secure new commercial partners ahead of its owner’s first full season.

Hartlepool United FC has instructed Sporting Group International (SGI) to source sponsors across its first team kit, naming rights and digital channels.

The National League club is preparing for US-based real estate developer Landon Smith’s first full season as chairman and owner.

Rose Stoker, commercial and operations director at Hartlepool United, 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.”

SGI, headquartered on Temple Street in Birmingham, specialises in high-value sponsorships and commercial partnerships, with offices across the UK, Europe, Asia and the Middle East.

The agency has previously brokered deals including the naming of Bolton Wanderers’ Toughsheet Community Stadium, Easee’s front-of-shirt sponsorship of Gloucestershire Cricket Club’s 2026 kits and Haier HVAC’s backing of the Professional Darts Corporation’s World Cup of Darts 2025.

Ian Dutton, SGI’s UK managing director, added: “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.”

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