The EFL Trophy has a new backer. American sub sandwich brand Jersey Mike's has signed a five-year headline sponsorship deal with the competition, taking effect immediately and running through to the end of the 2030-31 season. It becomes the fifth sponsor of the competition in the past seven years, which tells its own story about the difficulty of selling a cup that much of the football public treats as an inconvenience.

For League One clubs, though, the trophy is anything but peripheral. It is the one realistic route to Wembley in a given season, and the prize money provides meaningful income for clubs operating on third-tier budgets. EFL chief executive Trevor Birch was understandably enthusiastic in the announcement, saying the competition "gives players valuable competitive minutes, provides meaningful financial support for clubs and offers supporters in League One and League Two the chance to see their team compete at Wembley and win silverware."

That last point will not need much selling to fans of Luton Town or Stockport County, both of whom were at Wembley last April for the final. Luton lifted the trophy for the second time in their history with a 3-1 victory over Stockport, a result that stung considerably for the Hatters' opponents given the size of the occasion. Both clubs are in League One this season, which means both could feasibly be back at Wembley on Sunday, 11 April, when the current edition's final is scheduled to take place.

There is a more direct connection between the new sponsor and the third tier. Leyton Orient chairman Nigel Travis has served on the board of Jersey Mike's since January 2025. Travis's background is in the franchise food industry, so the connection is not entirely surprising, but it does mean the brand arrives in the EFL Trophy with at least one familiar face in the lower reaches of the pyramid. Whether Orient fans will feel particularly warmer towards a sandwich chain on that basis is another matter.

The sponsorship agreement covers both League One and League Two sides, as well as the invited under-21 academies from Premier League clubs whose presence in the competition has always generated a certain amount of grumbling among supporters who would rather see competitive matches between Football League clubs throughout.

The deal is five years in length, which represents reasonable commitment from a brand that is still building recognition in the United Kingdom. Whether Jersey Mike's will still be front-of-shirt familiar to a Stockport or Orient supporter by 2031 is the sort of question only time answers; for now, the EFL will simply be relieved to have secured a sponsor at all, and to have done so on a multi-year basis rather than the short-term arrangements that have characterised recent seasons.

For the clubs themselves, the more pressing question is whether they can get deep enough into this season's competition to make the Wembley date relevant. Stockport, in particular, will be eager to go one better than their final defeat last term. The League One calendar does not stop for sentiment, but on a grey midweek night in November, the prospect of a trip to Wembley has a way of concentrating minds.

Frequently asked

Who won the EFL Trophy last season?
Luton Town won the EFL Trophy last season, beating Stockport County 3-1 in the final at Wembley.
When is the EFL Trophy final this season?
The current season's EFL Trophy final is scheduled for Sunday, 11 April at Wembley.
What is Leyton Orient chairman Nigel Travis's connection to Jersey Mike's?
Nigel Travis, chairman of Leyton Orient, has served on the board of Jersey Mike's since January 2025, giving the new EFL Trophy sponsor a direct link to a League One club.