Handing out pies, designing jerseys, and recruiting newcomers: What is Ed Sheeran doing for Ipswich Town?

Although the singer was born in Halifax, his loyalty doesn’t lie with the local Halifax Town or the region's largest club, Leeds United. Instead, he supports Ipswich Town, located 350 km from his hometown. And this support goes far beyond just watching matches.

In the 2021/22 season, Ed Sheeran became the main sponsor of the "Tractor Boys." His concert tour logo, "+–=÷× Tour," adorned the jerseys of the men's and women's teams. In return, Ipswich registered Sheeran as a squad member, assigning him the number 17. This sponsorship deal was extended for another season and renewed for two more. During this time, the singer upgraded his role at the club — this summer, he acquired a minority stake of 1.4% in Ipswich.

In his new capacity, Ed attended the club's first Premier League match at home against Liverpool. Before the game, he handed out pies and autographs to fans outside the stadium.

In person, Sheeran also witnessed Ipswich's first Premier League victory (away against Tottenham). Interestingly, the players wore a jersey designed by Ed for that match. Moreover, Sheeran had a direct role in that win — Sammy Szmodics, a new signing Ed personally persuaded to join Ipswich during a phone call before his Wembley concert, scored the opening goal.

Ed also treats the team to concerts. After the final game of last season, he dropped by the team’s locker room and sang with the players, guitar in hand.

Published by Patrick Jane
03.12.2024