Burnley Football Club has terminated its front-of-shirt sponsorship deal with trading platform Finotive just six weeks after the agreement was announced in early July.
The club confirmed the decision on Friday morning, hours before the Championship season was due to get underway, citing the need to protect its interests.
“Burnley Football Club is disappointed to confirm that its agreement with Finotive has been terminated,” the club said in an official statement released to supporters.
“We have acted decisively to protect the club’s interests, and those of our supporters, while ensuring preparations for the new season continue uninterrupted, both on and off the pitch.”
Finotive, which was established in 2021, is registered in Cyprus, maintains offices in Dubai, and is run by English CEO Oliver Newland.
Newland had appeared optimistic about the partnership as recently as last month, writing on social media after seeing Burnley wear Finotive-branded shirts during a US tour.
“This is just the beginning of an exciting new chapter for Finotive,” Newland posted, giving no indication that the deal was under any strain at that point.
Just two weeks ago, the club also launched a new away kit featuring Finotive branding, designed by shareholder and former NFL star JJ Watt, making the swift termination all the more striking.
Lancashire media had begun reporting doubts surrounding the sponsorship as recently as Thursday, foreshadowing the club’s formal announcement the following morning.
Burnley moved quickly to fill the vacancy, confirming that Vertu, a car seller and commercial partner of the club since 2022, would be promoted to the main shirt sponsor position.
Burnley chairman Alan Pace welcomed the new arrangement, describing Vertu as a natural fit for the club’s ambitions following their relegation from the Premier League last season.
“Vertu has been a valued and trusted partner of the club, and this new relationship is a natural next step for two organisations that share a commitment to ambition, innovation and long-term success,” said Pace.
“From our very first conversations, it was clear there was a shared vision for what this new partnership could achieve, and we look forward to working even more closely together and creating exciting new opportunities for our supporters throughout the season.”
The timing of the announcement left little room for preparation, arriving just hours before Burnley’s first Championship game, at home to West Ham United on Sunday.
The club confirmed it would be communicating directly with supporters who had already purchased replica shirts carrying Finotive’s branding on the front.