English football competition to be renamed AGAIN midway through season as £5million sponsorship deal struck

THE EFL Trophy is set to be renamed AGAIN with American fast-food giant Jersey Mike’s closing in on a £5million sponsorship deal. The five-year agreement is expected to see the competition take on a new title as the US chain prepares to launch its British expansion. Luton boss Jack Wilshere posing with the EFL Trophy back in April Credit: Shutterstock Editorial Peterborough were the holders, winning the EFL Trophy in 2025 before Luton took their crown earlier this year Credit: Getty Daily Mail Sport understands the EFL is close to sealing the record partnership, which will also see prize money increased for clubs competing in the tournament. Officials are hoping to announce the deal before the next round of fixtures in this season’s midweek knockout competition. Sign up for the Football newsletter Thank you! The EFL Trophy is contested by all 48 League One and League Two clubs, alongside 16 invited Premier League Under-21 sides. It was known as the Vertu Trophy for the past three seasons, with that sponsorship deal ending after the 2025/26 campaign. Jersey Mike’s is relatively unknown in Britain (although the chain is preparing to launch in the UK with its first store expected to open in London later this year), but is already a major name in the US and Canada, where it has around 3,300 branches and annual turnover of roughly $4.2billion. It hopes to eventually open around 400 outlets across the UK and Ireland. The deal would provide Jersey Mike’s with a huge marketing platform as it attempts to establish itself in the British market. And the fast-food giant the TWELFTH different company to put its name on the competition. Most read in Sport BEST ONLINE CASINOS – TOP SITES IN THE UK Luton’s players celebrate winning what looks to be the last edition of the Vertu Trophy Credit: Shutterstock Editorial Popular sandwich chain Jersey Mike’s has over 3,000 locations in the United States Credit: Alamy Stock Photo The tournament has been renamed repeatedly since sponsorship first became a major part of its identity in the 1980s. It was the Freight Rover Trophy between 1984 and 1987, before becoming the Sherpa Van Trophy for two seasons. Leyland DAF then took over, followed by Autoglass and Auto Windscreens. The competition spent seven seasons as the LDV Vans Trophy before Johnstone’s Paint became the title sponsor for an impressive nine-year spell. It then became the Checkatrade Trophy, followed by the Leasing.com Trophy and Papa Johns Trophy. The Bristol Street Motors Trophy was the second most recent incarnation before Vertu took over for the last three seasons. Now Jersey Mike’s is poised to become the latest name attached to the competition. The agreement is reportedly worth around £5million over five seasons, with clubs expected to receive an initial £900,000 payment this campaign. Comment now