Loaded supports third division football club

Loaded magazine, IPC’s monthly “lads” title, will be Barnet Football Club’s official shirt sponsor for the 1997/1998 season.

The Nationwide third division side secured the deal with IPC in time for this week’s Coca-Cola Cup match against Middlesbrough, when the club’s black and amber shirts will be emblazoned with the Loaded logo for the first time.

Loaded has decided to sponsor the low-profile side because it represents the down-to-earth brand values of the magazine, says an IPC spokeswoman.

A similar deal was struck between soft drink Red Bull and Chelmsford Football Club because the company wanted to be seen supporting an underdog, at the less glamorous end of the football market.

The deal comes days after the Barnet club was given council approval for its move from Underhill to a redeveloped Barnet Copthall stadium.

Loaded magazine, which closely covers football, has grown from strength to strength since its launch, under editor James Brown.

Brown, who now edits GQ, was replaced by Derek Harbinson.

Loaded has a circulation of 380,420, according to the latest figures from the Audit Bureau of Circulations.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here