Vertu To Drive EFL Trophy Forwards Following Rebrand

Vertu To Drive EFL Trophy Forwards Following Rebrand

The EFL Trophy will be renamed as the Vertu Trophy with immediate effect in the latest phase of the multi-year partnership between the Vertu Motors group and the EFL.

The announcement comes on the back of the Group announcing that it will consolidate its three main retail brands – Vertu Motors, Bristol Street Motors and Macklin Motors - to create a network of more than 200 outlets all operating under one name; Vertu.

Following the launch of the partnership in November 2023, the competition was rebranded as the Bristol Street Motors Trophy, with Peterborough United emerging victorious in last season’s final following a dramatic 2-1 win against Wycombe Wanderers at Wembley Stadium.

Already this season, a hard-fought group phase has seen 32 teams make the knockout stages, with the 96 matches played so far resulting in more than 300 goals at an average of well over three a game.

Live TV coverage of every game on Sky Sports has seen the Vertu Trophy enjoy significant exposure, while the competition has enjoyed some of its best attendances in its current format at this stage.

A number of fans have benefitted from the ongoing initiative that sees Vertu provide a raft of worthy community projects with free tickets, offering people the opportunity to see their local team in action.

The rebranding of the competition comes ahead of the Round of 32 draw, which will air live on Sky Sports on Friday evening, with the next round of fixtures getting underway from 10 December.

The Round of 32 phase is set to feature a near equal-split of League One and League Two Clubs, as well as Aston Villa Under-21s.

Whilst the community ticket initiative will continue following the rebrand, an exciting competition will be launched next week that offers fans the chance to win the biggest prize ever offered alongside the Trophy.

EFL Chief Commercial Officer, Ben Wright said: “Vertu have contributed significantly to the ongoing success of the competition and have made a lasting impact in communities by supporting accessible football with ticket initiatives.

“Trophy attendances contributed strongly to the EFL’s status as the highest attended league body in Europe last season, and with every Vertu Trophy match live on Sky Sports this season, the exposure for the competition will continue on an upward trajectory.”

Chief Executive Officer at Vertu, Robert Forrester said: “Our partnership with the EFL has been a huge success over the past twelve months, allowing us to engage with community groups across the country and including one of the most dramatic finals in competition history at Wembley Stadium back in April.

“As our business evolves to operate under one brand, we look forward to continuing to work alongside the EFL to drive the Vertu Trophy forwards, and are interested to see what fixtures emerge from Friday’s draw for the Round of 32.”