English football competition rebranded and given new name midway through season

THE EFL Trophy has been rebranded and fixed a caller alteration yet again.

It was known arsenic the Bristol Street Motors Trophy for conscionable implicit a year, with the institution taking implicit arsenic the rights holders for the commencement of the 2023-24 season.

Now the contention volition beryllium known arsenic the Vertu Trophy - with Vertu a genitor institution of Bristol Street Motors.

It is the latest sponsorship woody for the company, who are already the beforehand of garment sponsors for Yorkshire County Cricket.

Vertu besides person a woody with basketball squad Newcastle Eagles, with their crushed named Vertu Motors Arena.

Their sponsorship of the EFL Trophy was portion of a woody which saw Vertu go the authoritative car trader of the EFL.

The rebranding volition travel into contiguous effect, starting with Friday's Round of 32 draw.

Chief Executive Officer astatine Vertu, Robert Forrester said: “Our concern with the EFL has been a immense occurrence implicit the past 12 months, allowing america to prosecute with assemblage groups crossed the state and including 1 of the astir melodramatic finals successful contention history astatine Wembley Stadium backmost successful April.

“As our business evolves to run nether 1 brand, we look guardant to continuing to enactment alongside the EFL to thrust the Vertu Trophy forwards, and are funny to spot what fixtures look from Friday’s gully for the Round of 32.”

The EFL Trophy has had 11 antithetic sponsors since 1984 with the contention formerly known arsenic the Papa John's Trophy and the Johnstone's Paint Trophy.

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EFL Chief Commercial Officer, Ben Wright said of the change: “Vertu person contributed importantly to the ongoing occurrence of the contention and person made a lasting interaction successful communities by supporting accessible football with summons initiatives.

“Trophy attendances contributed powerfully to the EFL’s presumption arsenic the highest attended league assemblage successful Europe past season, and with each Vertu Trophy lucifer unrecorded connected Sky Sports this season, the vulnerability for the contention volition proceed connected an upward trajectory.”