- The multi-year deal will see boohooMAN named as the Official Lifestyle Partner of Powerleague.
- The partnership kicks off with a national tournament where teams could win £20,000.
BoohooMAN has been named as the Official Lifestyle Partner of Powerleague, the UK’s leading provider of small-sided football, in what becomes one of Powerleague’s largest commercial deals to date.
At its core, the partnership is all about embedding boohooMAN directly into spaces where its audience plays and connects, kicking off with a national tournament – the boohooMAN Power Cup – where teams will be in with a chance to win £20,000.
The multi-year, six figure partnership, has been designed to be fully integrated across digital & physical touchpoints within the Powerleague community, ensuring consistent visibility from pitch-side to social feeds. This includes visible branding across Powerleague Clubs nationwide, cross-channel social content, talent and ambassador integration with key figures, and on-the-ground activations and events.
With a clear audience alignment between the two brands, the deal will allow boohooMAN to strengthen its position at the intersection of lifestyle fashion, and engage a highly active, community-driven generation, in a more authentic and real-world environment.
When speaking on the partnership, Samir Kamani, CEO of boohooMAN, commented: “Football is at the heart of our customer, their culture, their communities, and how they express themselves. The partnership between boohooMAN and Powerleague feels like such a natural fit given our shared audience demographic, as we look to build and grow our communities together. We want to move beyond a brand that people simply wear, to a brand built around experiences, and this partnership allows us to achieve just that.”
John Gillespie, Chief Executive of Powerleague, added: “It’s amazing to be adding a fashion-first, culture-led partner to our commercial ecosystem, supporting us with elevating the brand further into that lifestyle and entertainment space.
“The scale and influence of boohooMAN and the gravitas of the brand, will in turn not only support in elevating the experience of our existing community, but also reach new ones and drive increased engagement in the Powerleague offering.”
The boohooMAN Power Cup will take place at Powerleague venues across May, with the final set to take place on 20th June at Shepherds Bush, during which time the FIFA World Cup 2026 will be well underway. Teams are invited to sign up here, to be in with the chance of winning £20,000. Registration closes on Friday 1st May at 23:59.
