Global music star Robbie Williams is set to sponsor his beloved hometown football club, Port Vale, in a deal that will see his distinctive 'RW' logo emblazoned across the League Two side's shirts for the 2026-27 and 2027-28 seasons. This significant collaboration extends beyond the pitch, with Williams also taking on the role of ambassador for the Port Vale Foundation, the club's charitable arm.
Williams, who was born and raised in Stoke and has been a lifelong supporter of the Valiants, expressed his deep personal connection to the club. He recalled his early days attending matches, stating that 'the Railway Paddock at Vale Park raised me'. His involvement is expected to bring considerable attention to the club and its community initiatives, following his previous concert at Vale Park in 2022.
The partnership aligns with the launch of the Port Vale Foundation's ambitious new three-year 'One Vale' strategy. This strategy is dedicated to delivering projects focused on critical areas such as health, education, inclusion, and opportunity across the city of Stoke-on-Trent. The foundation's work is a key aspect of the club's broader community engagement.
Matt Hancock, Port Vale's chief executive, highlighted the profound importance of the agreement for the club. He praised Williams not only as a global superstar but also as a genuine supporter with an authentic, personal connection to the town. Hancock emphasised that the discussions with Williams revealed his lifelong love for Port Vale and a clear desire to make a tangible difference in people's lives within the local community.
The chief executive further noted that the support and exposure generated by this high-profile partnership are expected to significantly enhance the club's reach and the foundation's capacity. This increased visibility will enable the foundation to engage with more individuals, create additional opportunities, and continue leveraging the club as a positive force for good within Stoke-on-Trent, ultimately benefiting various community programmes.