The short answer
England's back-of-shirt deal with Lloyds is reported at £5m a year, and the RFU says it is sold as a package, not a logo. A grassroots sponsor won't get a launch film, but it can get the same shape of package: its name in the right place every week, a slot that's its own, a community story told properly, and a record before renewal showing what it got.
What was announced
The deal was announced on 9 September 2026. Lloyds is England's first back-of-shirt partner for the men's and women's senior teams. The Times reported it at £5m a year. The RFU's commercial lead said it comes with digital rights and community activations, not visibility alone.
Sources: Lloyds release, SportCal, City AM. Clubs Social has no connection with Lloyds, England Rugby or the RFU.
Lloyds isn't paying for a logo
Look at what the package holds. The shirt. The category: official banking partner. A launch film with England's stars. A community story. And proof it worked.
That is what a sponsor is buying at the top of the game. Being seen, in a place that is theirs, with a story attached and evidence at the end.
What most grassroots sponsors get
Think about your own club's sponsors. The garage on the pitchside board. The pub on the 2XV shirt.
What do they get? Usually a board, and a thank-you post in September. Then the club asks them again next August. It is no surprise when some of them don't come back.
The grassroots version of the package
Every part of the Lloyds package has a version a grassroots club can deliver.
| What Lloyds gets | The grassroots version |
|---|---|
| Logo on shirts and anthem jackets | Logo on kit and on every matchday graphic, every week |
| Official banking partner (the category) | "Official partner of the 1XV", or a named slot such as Player of the Match |
| A launch film with Maro Itoje and Ellie Kildunne | A sponsor feature with real players, once a season |
| A community story | "We back the minis", told properly, every month |
| Proof it worked | A delivery record and a report before renewal |
The bit that renews them
A £500 sponsor won't get a launch film. But they can get their name in the right place every week, a slot that's theirs, and a short record before renewal showing what they got.
That's the difference between a donation and a partnership. It's also the difference between a sponsor who leaves and one who renews.
Where to start
Ask one question at the next committee meeting: could we show each sponsor what they got from us last season? If the answer is a board and a post in September, start there. Credit them by name, in the same slot, every week, and keep a record as you go.
If you'd rather it was somebody's job, here is what a sponsor package looks like when we run it.
Questions clubs ask
How much is England's deal with Lloyds worth?
The Times reported it at £5m a year. It was announced on 9 September 2026, and Lloyds is England's first back-of-shirt partner for the men's and women's senior teams.
What should a grassroots club sponsor get?
Their name on kit and on every matchday graphic, every week. A slot that is theirs, such as Player of the Match. A community story told properly. And a short record before renewal showing exactly what they got.
How do you get club sponsors to renew?
Show them what they got. A sponsor who has been credited by name every week, in the same slot, and is handed a record before renewal has a reason to come back. A board and one thank-you post in September rarely does that.