Derby County Announces ‘Loaded’ as New Front-of-Shirt Sponsor

Derby County Football Club has officially unveiled Loaded as their new front-of-shirt sponsor. The partnership sees the popular digital game store’s logo featured prominently on the Rams’ kits, marking an exciting new commercial chapter for both the club and the gaming brand.

A Fresh Look for the Rams

The announcement reveals a striking visual update for Derby County. The new Puma-branded team apparel features the iconic Ram crest alongside the crisp, modern typography of the Loaded logo, complete with the tagline: “YOUR DIGITAL GAME STORE”.

The design maintains the club’s classic athletic aesthetic while seamlessly integrating the new sponsor’s bold, tech-forward branding across the chest.

Who is Loaded?

For football fans who might be unfamiliar, Loaded (formerly operating under the name CDKeys) is a massive digital retailer specializing in video games and digital gift cards.

• Global Reach: Serving over 18 million customers worldwide with a trusted track record.

• Platform Support: Providing highly discounted digital codes for PC, PlayStation, Xbox, and Nintendo.

• Strategic Rebranding: The company recently underwent a major rebrand to “Loaded” in early 2026. This front-of-shirt football sponsorship represents a massive push to increase their visibility and cement their new identity in the mainstream sports market.

What This Means for Derby County

Securing a prominent, digitally native sponsor like Loaded is a strong commercial move for the Rams. Partnerships with gaming and tech brands are highly sought after in modern football. They offer clubs a direct way to connect with younger, digitally savvy audiences globally, while simultaneously providing vital financial backing for upcoming campaigns.

Fans can expect to see the new Loaded-sponsored Puma gear hitting the pitch and the club store soon, as Derby County gears up for the future with a fresh financial partner and a sleek new look.

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