Rugby Union club Sale Sharks has announced a new partnership with Bolton-based retailer AO – with the retailer taking over as the club’s front of shirt sponsor.
As part of the multi-year deal, the South Stand at Sharks’ AJ Bell Stadium, in Salford, will be renamed and branded with the AO stand ahead of the new season.
AO branding will feature on the new 2021/22 kit, and the retailer is working on giveaways, half-time activations on the pitch, and promotions outside of the stadium.
The retailer has also announced it will work with the club’s charitable arm, Sharks Community Trust, to launch a mental health programme named ‘Are you AO-K?’ in schools across the North West.
Vicky Monk, director of customer and brand at AO, said: “We’re investing hugely in our brand this year and our partnership with Sale Sharks is a big part of that strategy.
“We are really looking forward to working closely together with the Trust to create and launch a highly impactful mental health programme to local schools in our region. It’s a topic that’s close to many of our hearts after the last 18 months and we’re proud to be able to play a part in making a difference for young people across the North West.”
Sharks CEO Sid Sutton said: “Everyone at the club is so excited to welcome AO to the Sharks family. I have no doubt that this is a partnership that’s going to drive the club onto the next level both on and off the pitch.
“We’re embarking on a new era for the club and we want to work alongside partners who we can grow with and who share our ambition, our passion for the north and our values.
“The long-term commitment is a sign that both the club and AO believe strongly in the value and the potential of this partnership.”
