Robbie Williams Becomes Sponsor and Shirt Logo for Boyhood Club Port Vale

British pop star and former Take That frontman Robbie Williams has been announced as the new sponsor and ambassador of Port Vale, the football club he supported as a child. The club confirmed the deal on Saturday, June 16, 2026, and said Williams’ RW logo will appear on the team shirt.

Williams grew up near Port Vale’s home ground and said the partnership feels like a lifelong dream. “It is a match made in heaven,” he said. “I used to go to Port Vale games when a ticket cost 50 pence. It is a childhood dream.” He also called the agreement “authentic” and said, “I feel wonderful, I am part of the Port Vale family.”

Williams has been involved with the club before, including appearing at its stadium and being named honorary president, but the new arrangement gives him a much bigger commercial role. The report described the move as unusual but noted that similar collaborations have happened before between English musicians and the clubs they support.

The most notable example cited was Ed Sheeran’s connection with Ipswich Town, which has just been promoted to the Premier League. Port Vale, one of England’s older clubs, will now carry Williams’ branding on its kit as part of the partnership.