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.