Ideal Heating and West Brom announce record-breaking Principal Sponsor extension

UK market leader Ideal Heating has extended its Principal Sponsor deal with West Bromwich Albion Football Club by a further three years.

Jed Wallace (Men’s First Team Captain); Carlos Corberan (Men’s First Team Head Coach); Shaun Edwards (of Groupe Atlantic, parent company of Ideal Heating); Mark Miles (West Bromwich Albion Managing Director); Siobhan Hodgetts (Women’s First Team Head Coach); and Anna Miller (Women’s First Team Player). Photo: West Bromwich Albion.

Hull-based Ideal Heating first became West Brom’s Principal Sponsor in 2018 and the extension will take the partnership to a record-breaking nine seasons.

Under the new deal, Ideal Heating’s logo will feature on the shirts worn by both Albion men’s and women’s teams, and all youth age groups, as well as shirts proudly owned by thousands of supporters.

Ideal Heating will remain West Brom’s Principal Sponsor through to the 2026/27 season, with branding prominent around Albion’s Hawthorns home, visible to thousands of supporters at the stadium and on TV coverage seen by millions more football fans.

The partnership extension comes as West Brom are enjoying a strong season in the Championship and are among the contenders vying for promotion to the Premier League.

Shaun Edwards, CEO, UK, Republic of Ireland and North America, of Groupe Atlantic, Ideal Heating’s parent company, said: “We’re thrilled to announce the extension of our partnership with West Bromwich Albion FC, a team synonymous with passion, dedication and community spirit.

“Over the years, this collaboration goes beyond the realm of sports, reaching into the heart of the local community and embodying the core values of both Ideal Heating and West Bromwich Albion FC.

“I’m proud that, for the first time, our agreement includes branding across all kits, the men’s, women’s and academy teams.

“As we announce this extension, we’re excited to continue the legacy as the club’s longest-standing front-of-shirt sponsor, showcasing our steadfast commitment to excellence as we enter a new era of heating solutions.”

In its six years of sponsorship to date, Ideal Heating has shown unwavering commitment to West Bromwich Albion FC, tailoring its logo to club colours to respect the tradition of Albion’s famous blue and white stripes.

Ideal Heating is undergoing a major transformation as it engineers the green heating solutions to support the UK’s drive to net zero.

The transition to low-carbon heating solutions, including heat pumps, is the biggest transformation in the business since the 1930s, when it replaced coal with gas-fired boilers.

West Bromwich Albion’s Managing Director, Mark Miles, said. “We are delighted Ideal Heating will be continuing its partnership with the club. Their commitment to excellence aligns seamlessly with our values, and we are eager to continue on this exciting journey together.

“Ideal Heating have been an incredibly supportive and loyal partner to the club, and we will continue to support the company in its contribution to an eco-friendly future for all.

“We are delighted the Ideal Heating branding will now feature on the shirts of all club teams – which aligns perfectly with our one club, one badge ethos.”

West Bromwich Albion announced the extension on their club social media channels with a festive-themed video featuring club figures past and present, including former star striker Peter Odemwingie.