The English Football League (EFL) has today officially announced Jersey Mike’s as the new title sponsor of the EFL Trophy, marking a major new partnership as the American sub brand prepares to launch in the UK and Ireland.
The five-year agreement, which runs through to the end of the 2030/31 season, will see the competition renamed the Jersey Mike’s Trophy with immediate effect. The partnership has been formed around a shared belief in the power of sport, community and bringing people together through great experiences.
Jersey Mike’s will create opportunities to build connections with football fans at both grassroots and professional level, while introducing the Jersey Mike’s brand to supporters who value community, passion and authenticity. Boasting over 3,300 stores across the USA and Canada, their first UK restaurant will open this autumn on Argyll Street off Oxford Circus, followed by three more central London locations ahead of a wider expansion across the country.
Founded on the Jersey Shore in 1956, Jersey Mike’s Subs began as a single neighbourhood shop in Point Pleasant, New Jersey, where founder Peter Cancro bought the original storefront aged 17 before expanding the concept nationwide.
Today, Jersey Mike’s operates thousands of locations across the United States and international markets, pairing its rapid global growth with a longstanding commitment to community involvement and local charitable giving.
Former strikers Charlie Austin and Cameron Jerome – famed for their ‘Super Sub’ reputations and goals across EFL competitions, and Alan Pardew – who won the trophy as a manager with Southampton in 2010 – will join Cancro at Wembley Stadium for a launch event to mark the partnership.
Featuring League One and League Two clubs plus invited Premier League Under-21s sides such as Arsenal, Liverpool and Manchester City, the latest round of group stage fixtures taking place this evening will feature Jersey Mike’s branding for the first time.
With clubs represented across England and Wales, the partnership will give Jersey Mike’s the opportunity to connect with football fans and communities at both a national and local level, bringing the brand closer to supporters through the community spirit that sits at the heart of the game. More than 270,000 fans attended fixtures in 2025-26 before Luton Town lifted the trophy at Wembley, with this season’s final set to be contested at the national stadium.
With ‘Raised In The EFL’ taking centre stage this month, the competition’s role in providing opportunities for the next generation of players at EFL Clubs and invited under-21 sides has never been more prominent.
For the second successive season, 43% (1,189) of players named in starting line-ups during the 2025/26 competition were aged under 21, with 58% (692) of those players eligible to represent England.
The Trophy also continued to provide a platform for emerging talent, with 123 EFL Academy players making their professional debuts over the course of the campaign.
Its role in developing future internationals is equally significant. Twelve members of the England squad that reached the semi-finals of the 2026 FIFA World Cup made their professional debuts in the competition, including Declan Rice, Bukayo Saka, Reece James and Djed Spence.
EFL Chief Executive Officer Trevor Birch said: “We are pleased to welcome Jersey Mike’s as title sponsor of the EFL Trophy as they prepare to launch in the UK. The business has built its reputation on quality, service and supporting local communities, which makes this a strong fit for the EFL and our Clubs, who sit at the heart of towns and cities across England and Wales.
“The Jersey Mike’s Trophy has an important place in the football calendar. It gives players valuable competitive minutes, provides meaningful financial support for Clubs and offers supporters in League One and League Two the chance to see their team compete at Wembley and win silverware.
“As Jersey Mike’s grows its presence in the UK, the EFL can help connect the brand with communities across the country through the reach of our Clubs and competitions. This partnership also gives us a strong opportunity to build awareness of the EFL in the United States and showcase the quality, competitiveness and character of our football.”
Peter Cancro, Founder of Jersey Mike’s, added: ”We are incredibly proud to be marking Jersey Mike’s first venture into the United Kingdom with this exciting partnership with the EFL.
“For us, this is about far more than putting our name on a trophy. Jersey Mike’s has always been rooted in community, and we see a real connection with the passion that football creates, bringing people together at every level of the game.
“The EFL has incredible relationships with the communities at the heart of its clubs, and as we begin our journey in the UK, we’re excited to connect with supporters who share our belief in authenticity, passion and great experiences. It feels like a really natural partnership, and we can’t wait to be part of the journey.”
