Steelers secure new title sponsor

Photo: Dean Wooley

The Sheffield Steelers will enter the 2026/27 Elite League season under a new title sponsorship agreement with DSM.

The partnership builds on DSM’s existing relationship with the club and will see its branding featured on the Steelers’ playing jerseys, around the arena and across the team’s digital platforms throughout the season.

Steelers Owner Tony Smith said: "When you work with good people, partnerships naturally grow. That's exactly what's happened with Dean and everyone at DSM. They first came to us as commercial partners, but over the years they've become great friends of our clubs. To now welcome DSM as our title sponsor is something we're incredibly proud of.

"Of course this partnership is fantastic for both organisations commercially, but it's about much more than branding on a shirt. It's about a successful South Yorkshire business investing in Sheffield sport and helping us continue to grow both the Steelers and the Steeldogs for years to come."

DSM Managing Director Dean Foulkes added: "Supporting the Steelers and Steeldogs has never simply been about advertising our business. It's about being part of something that brings people together. Our staff, our customers and our families love coming to games, and over the years we've built some wonderful friendships throughout the clubs.

"Becoming title sponsor is a huge honour for everyone at DSM. We're proud to be associated with two clubs that represent Sheffield with such passion and professionalism, and we're excited to see what we can achieve together in the seasons ahead."