EFL Trophy gets American makeover as Jersey Mike’s takes naming rights

American sub-brand Jersey Mike’s has officially been confirmed as the new title sponsor of the English Football League (EFL) Trophy in a major deal worth £5 million.

This is the company’s first major step into English football as it prepares to open its first United Kingdom restaurant on Argyll Street, near Oxford Circus in London, later this year.

The fast-growing American brand has more than 3,300 locations across the United States and Canada.

Founded in 1956 on the Jersey Shore, Jersey Mike’s started as a small neighbourhood sandwich shop before expanding into one of North America’s best-known sub sandwich chains.

The American sandwich chain has secured the naming rights until the end of the 2030/31 season, and the competition will now be known as the Jersey Mike’s Trophy.

The tournament features all 48 clubs from League One and League Two, alongside 16 invited Premier League Under-21 teams. 

The final is scheduled to take place at Wembley Stadium in April, and Luton Town will enter the new sponsorship era as the reigning champions after beating Stockport County in last season’s final under Jack Wilshere.

However, not everyone has welcomed the rebrand, with supporters questioning the new name on social media.

The competition was known as the Vertu Trophy for the past three seasons, but that sponsorship agreement ended after the 2025/26 campaign.

Jersey Mike’s believes its community focus makes the partnership a natural fit. 

The company has built part of its identity around supporting local communities, while the EFL Trophy has developed a reputation as an important pathway for young footballers.

Just last season, 123 EFL academy players made their professional debuts in the competition.

The tournament has also helped develop players who have gone on to represent England at the highest level.

At least 12 members of the England squad that reached the 2026 World Cup semi-final made their professional debuts in the EFL Trophy, including Declan Rice, Bukayo Saka and Reece James.