Robbie Williams becomes Port Vale shirt sponsor in two-year hometown deal

Robbie Williams is set to sponsor his hometown club Port Vale for the next two seasons, with the pop star’s distinctive ‘RW’ logo appearing on the front of both the home and away shirts for the 2026-27 and 2027-28 campaigns.

The deal also sees the 52-year-old take on the role of ambassador for the Valiants’ charitable foundation, aligning the partnership with the launch of Port Vale Foundation’s new three-year ‘One Vale’ strategy — a programme focused on health, education, inclusion, and opportunity across the city.

Williams, who was born and raised in Stoke and rose to global fame with Take That before a hugely successful solo career, described the arrangement as a natural fit. “It feels pretty incredible, to be honest — Robbie Williams, on the front of a Port Vale shirt,” he said. “It’s a match made in heaven for me. I started going to the Vale when it was 50p for a junior supporter to get in. It takes a village to raise a child, and the Railway Paddock at Vale Park raised me.”

The singer previously staged a concert at Vale Park in 2022, and his connection to the club predates his fame by decades.

Port Vale chief executive Matt Hancock welcomed the agreement, emphasising that Williams’ genuine affinity with the club gives the partnership real weight. “He is not only a global superstar, but also a genuine supporter of the club with a deep and personal connection to our town,” Hancock said. “It’s that authenticity which makes this so powerful.”

Hancock added that the commercial and charitable dimensions of the deal are equally important. “From the very first conversations, it was clear this was about Robbie’s lifelong love for Port Vale and making a tangible difference to people’s lives. The support and exposure the partnership will give to the club and foundation will help us reach more people, create more opportunities and continue using the club as a force for good.”