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Totally Wicked extends backing of St Helens stadium

Vape company Totally Wicked has renewed its naming-rights sponsorship of the home stadium of Super League club St Helens.

St Helens’ home ground is known as the Totally Wicked Stadium as part of a deal that was signed ahead of the 2016 season. The new three-year deal will run until the end of the 2025 season.

Totally Wicked will also retain sponsorship of the stadium’s North Stand, while its logo will continue to feature on the home and away shirts of Walsall’s men’s and women’s teams. Totally Wicked first sponsored the North Stand in 2013, before extending its support to the club’s shirts in 2014 and the stadium in 2016.

St Helens chief executive Mike Rush said: “The partnership is of massive benefit to us as a club, but moreover their support to our fan base and wider community has not gone unmissed.

“Our charity, Saints Community Development Foundation, is focussed on providing people with a healthier lifestyle and these are the same aims of Totally Wicked. The statistics don’t lie and the reduction of smokers in St Helens since Totally Wicked have come on board with us here in St Helens is fantastic to see, and we are proud to have them as our principal partner for at least another three years.”

In other news, League Two football club Walsall has announced variety store chain Poundland as the new naming-rights sponsor of the Bescot Stadium.

The three-year deal, which Walsall said marks the largest commercial partnership in the club’s history, will see the venue officially rebranded as the Poundland Bescot Stadium.

As part of the agreement, Poundland’s branding will feature across the top of the two-tier stand in various locations around the stadium bowl. Poundland also becomes Walsall’s main shirt sponsor.

Poundland, which was first established in the Midlands, has sponsored Walsall since early 2020 and already held naming rights to the main stand at the Bescot Stadium.

Poundland replaces Banks’s as Walsall’s stadium naming-rights partner. Banks’s, part of Carlsberg Marston’s Brewing Company, had sponsored the stadium since 2007 but Walsall confirmed earlier this week that its deal with the company would be coming to an end.

Walsall chairman Leigh Pomlett said: “I am delighted that Poundland will be our principal sponsors. A company with their head office in Walsall sponsoring the town’s football club seems so fitting.

“The relationship has become closer and closer over time but this takes it to a new level. I am also pleased that Poundland will be a very active and supportive sponsor.”

Image: St Helens