Loaded Takes Centre Stage with Derby County
Loaded has officially partnered with Derby County Football Club as Front of Shirt (Principal) Partner for the 2026/27 season.
Football and gaming are already deeply connected through players, fans, and the wider culture around the game. That’s what makes Derby County such a natural fit for Loaded as we continue to grow at the intersection of gaming, sport, and entertainment.
Competing in the EFL Championship, Derby County is one of English football’s most historic clubs, backed by a passionate fanbase and growing international ambitions. Through this partnership, Loaded will feature prominently across the club throughout the season.
About Derby County
Founded in 1884, Derby County is one of English football’s most historic clubs, backed by a fanbase that is fiercely passionate about the badge.
Competing in the EFL Championship, Derby combines ambition, resilience, and a strong club identity that has defined generations of supporters both at Pride Park and beyond.
That mentality feels familiar to us. Loaded has grown into one of the world’s leading digital game stores by constantly evolving, challenging ourselves, and building a brand that genuinely connects with modern audiences.
The Partnership in Play
As Front of Shirt (Principal) Partner, Loaded will be integrated across:
- Front of Shirt branding across Derby County’s Men’s and Women’s First Teams, B-Team and U21 sides throughout the 2026/27 season.
- Matchday visibility at Pride Park Stadium through stadium branding and LED inventory across the season.
- Digital content and social campaigns connecting football, gaming, and modern fan culture.
- Matchday activations and fan experiences designed to engage supporters both online and at the heart of the club experience.
We’re excited to work with Derby County across content, competition, and community touchpoints, bringing Loaded into football culture in a way that feels authentic, modern, and relevant to the next generation of fans.
Read more about the Loaded x Derby County partnership from the Derby County website:
About Loaded
At Loaded, we’re passionate about delivering value to gamers worldwide. Our platform features unbeatable deals on over 15,000 games for PC, Xbox, PlayStation, and Nintendo.
Our partner network plays a vital role in our success. From global publishers and developers to affiliate marketers, content creators, and other brands, we collaborate with a diverse range of partners who help us bring the best deals to millions of gamers every day.
This space is dedicated to showcasing the incredible brands and creators we work with. Whether you’re here to explore current collaborations or you’re interested in joining our partner program, you’re in the right place. Want to join forces and reach millions of gamers worldwide? Click the link below.
