New commercial agreements aim to strengthen club ties with town
Hartlepool United have confirmed two sponsorship agreements that will see local and regional businesses gain prominent exposure at Victoria Park as the club competes in the 2026/27 season.
Persimmon Homes will become the club’s official South Stand Partner (Town End) for 2026/27, while Hartlepool Cable Services has not only renewed its backing of the Rink End but also extended that arrangement until the end of the 2027/28 season. In addition, Hartlepool Cable Services will act as the club’s official sleeve partner, with its logo to appear on the sleeves of the first team’s home and away shirts for 2026/27.
“Bringing a business of Persimmon’s standing on board is another positive step for the club and further strengthens our growing portfolio of commercial partners as the new season gets under way.”
The comment came from Rose Stoker, Hartlepool United’s commercial and operations director, reflecting the club’s view that the Persimmon arrangement will give supporters and visiting fans a visible new presence at the Town End.
What the partnerships mean for supporters and the club
Their branding will be visible across the respective stands during matchdays as Pools look to build commercial momentum after the season kicked off with a 2-0 victory over Barrow. The deals are presented by the club as a way to deepen local ties and to bring additional commercial stability to Victoria Park.
Persimmon Group is headquartered in York and, according to the club’s announcement, operates through 29 regional offices and delivered 11,905 new homes across the UK in 2025. The deal signals the arrival of a national housebuilder with regional roots into the matchday environment at Hartlepool.
Hartlepool Cable Services’ expanded agreement both prolongs its association with a stand at Victoria Park and increases its visibility by becoming a sleeve sponsor for the playing shirts. Sleeve sponsorship places brands in one of the most visible parts of the kit, particularly for televised or photographed moments.
- Persimmon Homes — Official South Stand Partner (Town End) for 2026/27
- Hartlepool Cable Services — Rink End sponsor extended until end of 2027/28 and sleeve partner for 2026/27
Local context and prospects
For Hartlepool, securing commercial partners that can offer both financial support and local engagement is an ongoing priority. Sponsorship revenue helps fund club operations, community programmes and matchday services that supporters expect at Victoria Park.
Persimmon’s regional footprint and recent delivery numbers are likely to have appealed to the club as evidence of capacity and wider reach, while Hartlepool Cable Services’ renewed and expanded role signals a reaffirmation by a local business of its commitment to the club and surrounding community.
Club officials framed the agreements as mutually beneficial. Stoker highlighted Persimmon’s understanding of “the value of supporting local communities” and described the Town End as “a key part of Victoria Park” where Persimmon’s branding will be prominent during matches.
For supporters, the immediate visible changes will be branding in the stands and the addition of a sleeve sponsor on the shirts for the coming season. For the club, the deals form part of a growing commercial portfolio aimed at underpinning the football and community work that Hartlepool United carries out.
| Company | Role at Hartlepool United | Duration / Season |
|---|---|---|
| Persimmon Homes | Official South Stand Partner (Town End) | 2026/27 |
| Hartlepool Cable Services | Rink End sponsor (extended) & Official sleeve partner | Rink End until 2027/28; sleeve partner 2026/27 |
As the season progresses, supporters and local businesses will watch to see how these commercial ties translate into visible benefits on matchdays and in community engagement. For a town that places civic pride in its football club, new backers at Victoria Park are significant even before the first ball is kicked.
