Spud Bros x Preston North End: The feel-good football sponsorship of the year?

In the increasingly crowded world of football sponsorship, Preston North End have just served up something quite unexpected. This week, the Championship side unveiled their 2025/26 home shirt and with it, a new front-of-shirt sponsor: Spud Bros, the Preston-based jacket potato brand with 4.2 million TikTok followers, 770k on Instagram, and more digital buzz than most Championship clubs could dream of.

On paper, it’s a curious pairing: a second-tier football club and two brothers selling loaded spuds out of a van. In practice, it’s one of the most refreshing, relevant sponsorship stories of the year and a case study in how local authenticity and digital reach can make for a winning combination.