2026/27 Away and 3rd Kits

[Les Beeavinu]

I'm surprised the Premier League might allow a kit design which clearly promotes an active film franchise onto the field of play. Its especially suprising given a 4th film is in production.

Maybe the Prem weren't fully aware, (often only part of the story is conveyed by savvy marketing teams in approval meetings), and I wouldn't be surprised if there's more to come on this, as there are very tight rules about how sponsorship must be confined to official sponsor areas on kit only.

For me, this is not a good decision from the Club. They have 'sold' an official kit design to external product marketing. Kits should be inspired by the club's own history, not by its investors. It somewhat offsets the good work they are doing on kit longevity, etc.

I'm against this and will not be going anywhere near buying any of it.

(I'm a graphic designer. I worked for my client, PUMA, on several national team badges, the African 2012 World Cup kits... back of kit typefaces, as well as the first PUMA Arsenal Kit launch back in 2018. There were very tight UEFA and FIFA rules and all designs had to be vetted by them in multiple rounds of development.)

What part of our heritage was the brown kit, the brown and orange kit, black, yellow, tube seat covering etc. I don't think there's any problem at all with away kits being different.

 

[gbems92]

I have not watched kingsman whatever it is, and this kit had not enticed me too. I do think it looks nice though. Happy to be no help atall

 

[nick logan]

What part of our heritage was the brown kit, the brown and orange kit, black, yellow, tube seat covering etc. I don't think there's any problem at all with away kits being different.

Indeed !

 

[olliebfc]

Get rid of the square block on the back and it’s a winner. But won’t be parting with my money due to that (would have waited for a sale anyway )

 

[Mark Bonner]

My secondary concern here is Kingsman is owned and licensed by MARV, MARV set up MARV Bee to invest in BFC in 2025, raising its stake in 2026. BFC said at the time 'opening up enhanced commercial opportunities for the club'. BFC have now provided MARV with a valuable global media platform. A 4th film is in the pipeline. I have no idea if MARV have paid for that, and indeed if BFC have paid for Vaghn's involvement in the campaign as director, use of his production music, logo, etc. If they have, these payments would have to meet the Premier Leagues Fair Market Value criteria and also satisfy their Associated Party Transaction rules.

In Premier League financial rules, APT rules govern a transaction between a club and a party associated with its ownership — such as an owner, shareholder, or a business sufficiently connected with them to ensure an unfair commercial advantage wasn't gained.

Fair Market Value, is the related rule: where the Premier League assesses an APT to ensure its value reflects what an equivalent arm’s-length transaction would reasonably be worth.

Modern brand campaigns circumnavigate restrictions on media advertising everyday. If the film's distributor buys pitch-side advertising for the upcoming film and BFC wear this kit, then that may be seen as a rule breach by the Premier League.

This is why I believe this is a dangerous precedent and the club's own PR closely tying the kit to a commercial property uneccesarily exposes the club to risk.

I am expressing my suprise as to why the club has done this, as if the kit was simply inspired by London's Saville Row, there would be zero risk. However, they felt the need to tie it to a MARV IP and MARV has invested in the club.

 

[Mark Bonner]

I really don't get the dangerous precedent outrage here. Did we not have Matchbook on the front of our shirts and plastered above the Bill Axbey Stand? Not to mention the fact we've had numerous gambling sponsors on the kit for years now, which I'd argue is much more offensive than a movie tie-in. A smart shirt, too.

There are Premier League rules restricting advertising to specific spaces and sizes on kits. This is taking a brand IP and affecting the WHOLE KIT. Furthermore, and crucially, this is not a tie in with an external entitiy. Matthew Vaghn's MARV own that IP and its subsidiary, MARV Bee invests in our club. The rules will scrutinise that as no party is aallowed to gain an unfair market or sporting advantage and transactions must be at fair market value. If this media platform is provided to MARV in return for investment, or free as a barter, we could face an investigation. HMRC could be interested in the unpaid VAT also.

 

[Mark Bonner]

Not much point marketing a film has been and gone years ago !

A 4th film is in the works.

 

[Mark Bonner]

It’s not promoting a film franchise, it’s referencing a film franchise. I can’t believe a single individual will be encouraged to watch a film based on a football shirt reference, even if they get it. On the other hand, those who are into the franchise as entertainment may get the reference in the shirt design and take an interest in some degree to Brentford FC. Describing it as channel marketing is preposterous.

How is an entire kit referencing a film franchise, on global TV for say 15 games x 90 minutes for a year, plus all the pre-match and post-match footage, photography etc, not promotion?

 

[jlove]

How is an entire kit referencing a film franchise, on global TV for say 15 games x 90 minutes for a year, plus all the pre-match and post-match footage, photography etc, not promotion?

… as exampled in my post.

 

[Mark Bonner]

What part of our heritage was the brown kit, the brown and orange kit, black, yellow, tube seat covering etc. I don't think there's any problem at all with away kits being different.

The real issue here is that neither Jaffa Cakes or McVities were a club investor and shareholder at the time.

 

[nick logan]

How is an entire kit referencing a film franchise, on global TV for say 15 games x 90 minutes for a year, plus all the pre-match and post-match footage, photography etc, not promotion?

Where does the kit reference a film franchise ?

 

[Mark Bonner]

… as exampled in my post.

Advertising is about creating awareness. Creating awareness is expensive and has huge commercial value.

How much do you think BFC's commercial department would quote for a brand's IP being tied to the kit for a season, Global TV exposure, photography, social media and use of its star player in marketing? Do you think that has no commercial value?

Let me try another way; Why do you think Powerade was the supplier of the official 'hydration break' drink in the world cup?

 

[Mark Bonner]

Where does the kit reference a film franchise ?

In its design (emblem), by using the Huntsman outfitter, their property in the shoot, in the PR wording, in the official launch video, its soundtrack, and also by the BFC badge rotating to reveal the Kingsman logo in the final frames.

Modern advertising does not require a logo to be present on the same element in order to communicate a brand.

If say, pitchside advertising was purchased to market the new kingsman film and BFC were playing in the kit on global TV, do you not think that constitutes advertising?

 

[nick logan]

In its design (emblem), by using the Huntsman outfitter, their property in the shoot, in the PR wording, in the official launch video and also by the BFC badge rotating to reveal the Kingsman logo in the final frames.

Modern advertising does not require a logo to be present on the same element in order to communicate a brand.

If say, pitchside advertising was purchased to market the new kingsman film and BFC were playing in the kit on global TV, do you not think that constitutes advertising?

How is it any different from shirt advertising ? Juve are fully funded by Fiat

 

[jlove]

Advertising is about creating awareness. Creating awareness is expensive and has huge commercial value.

How much do you think BFC's commercial department would quote for a brand's IP being tied to the kit for a season, Global TV exposure, photography, social media and use of its star player in marketing? Do you think that has no commercial value?

Let me try another way; Why do you think Powerade was the supplier of the official 'hydration break' drink in the world cup?

That’s quite a leap you’re making!

 

[Gazza Bee]

How is it any different from shirt advertising ? Juve are fully funded by Fiat

It isn't - nobody in a global audience is going to tune into a Brentford away game and suddenly think wow that kit is Kingsman advertising, how did they get away with that?

 

[Gazza Bee]

That’s quite a leap you’re making!

It's a round trip to the sun not merely a leap..

 

[Isleworth_Bee]

3rd kit? any date?

 

[Mark Bonner]

How is it any different from shirt advertising ? Juve are fully funded by Fiat

The Prem Sponsorship rules govern specific shirt positions and sizes permitted for advertising. Brand assets are restricted from being outside those zones.

 

[Bee(h)Iver]

The Prem Sponsorship rules govern specific shirt positions and sizes permitted for advertising. Brand assets are restricted from being outside those zones.

But there is no advertising or branding on the kit. Just the blurb on the website and socials where we said it was inspired by the bespoke style of the Kingsman tailors.
A closer parallel is when Newcastle's away kit was the same as the Saudi national kit. We all knew what they were doing but they hadn't broken any rules.

 

[Mark Bonner]

It isn't - nobody in a global audience is going to tune into a Brentford away game and suddenly think wow that kit is Kingsman advertising, how did they get away with that?

Dont be naiive. Its about awareness. Integrated marketing works by creating awareness in the minds of consumers. If you are aware of the film, you are multiples more likely to purchase a ticket to see it. Look how your social media feeds were full of IMAX and Odyssey reels lately.

 

[Mark Bonner]

But there is no advertising or branding on the kit. Just the blurb on the website and socials where we said it was inspired by the bespoke style of the Kingsman tailors.
A closer parallel is when Newcastle's away kit was the same as the Saudi national kit. We all knew what they were doing but they hadn't broken any rules.

If more overt branding appears in an associated channel at the same time, then this may be deemed a rule break.

Plus, its additionally murky as the owner of the IP is also an investor in the club.

Lets see if Kingsman pitchside advertising pops up in a Bees away game this season, or if the Kingsman logo starts appearing on post-match interview logo backdrops.

Modern brand Advertising plays a cat-and-mouse game with restrictions. Consumers crack the code, they dont need to see a logo to recognise a brand. Google changes its logo almost everyday to throw light on anniversaries etc, it doesn't prevent consumers from recognising its search engine.

Hey, look. I've said my piece, I think it's unfortunate that an investor has achieved a full kit takeover for his brand. I'm concerned we could face sanctions from the PL. I think it was an unnecessary risk from a sporting regulations perspective and I dont think exposure to Kingsman fans warrants that risk.

Unless of course it was vital in securing the investment received.

It's not a good look; that's all I'm saying.

 

[RoyBee]

Not sure why the shorts don't have pinstripes if the suit is the reference point? But it is perfectly fine and a big improvement on last year!

I think that would spoil the kit completely. They would look hideous.

 

[ppobee]

I think that would spoil the kit completely. They would look hideous.

Quite possibly, but without them it's a jacket not a suit!

 

[Bridge Bee]

It’ll look smart with a chino and Matchday loafer.

 

[Rodri]

I don’t think much of this kit design .

 

[GU24 Bee]

I’m a bigger guy, and all of my Brentford Umbro shirts are 2XL. They fit, but they’re definitely a little snug, and if I had to do it over again, I’d probably have gone up a size. For comparison, I wear a 2XL in both Nike and Adidas shirts, and those fit me comfortably.

I skipped last season selection, so I don’t have any experience with the Joma shirts.

For those of you who are on the larger side and have bought either last season’s or this season’s Joma, would you recommend going with a 3XL, or should I size all the way up to a 4XL?

Unfortunately, returning shirts from the U.S. really isn’t a practical option once you factor in international shipping, so I’d like to get it right the first time.

Thanks in advance. I really appreciate any advice.

I’m normally a large but had to get a 2XL in last years Joma shirt so you may need to go to a 4XL, hopefully there’s someone on here that can advise you more.

 

[Chorlton Bee]

that's all I'm saying.

Promise?

 

[coconino]

This is a screen grab from the video on the official website:

Looks good. And confirms that Thiago dresses to the right.

 

[Mark Bonner]

Promise?

I'll use big letters for you boys in future, no worries.

 

[Chorlton Bee]

I'll use big letters for you boys in future, no worries.

They’re certainly big posts!!

I’m only joshing with you Charles Saatchi, don’t have a cow.

 

[Mark Bonner]

They’re certainly big posts!!

I’m only joshing with you Charles Saatchi, don’t have a cow.

Alright. Flattery will get you anywhere.

I'm not a fan of this decision (short version) but I'm a big fan of the Bees. Cmon Brentford!

 

[Banana]

Who wears a pinstripe (sic) top half with a plain legware?

 

[AB]

No mate. Its only relevance is that Mr Vaughan, who is currently an investor, made three films where Saville Row tailoring was featured. This is not a kit design inspired by the history and heritage of the club is it?

Do BFC now take director investment in return for paid on-pitch marketing? Its not a sponsor's logo, its affected the design of an entire kit!

Not cool. I want kits to be inspired by the club, not by its investors. Else, we'll be playing in an away kit decorated with a GTEC inspired lawnmower and vacuum cleaner 'jacquard pattern' in two years.

If the vacuum cleaner and mower shirt looks good and gives the club money for players, better facilities for fans, continued affordability etc etc etc is it really a problem?

I tend to find the most inspiring things about the club these days to be how it continues to compete in the upper reaches of the PL. I’d prefer that to be our ongoing history and heritage. Maybe I’m odd and not a proper fan though.

That said, maybe we could get a special edition run of that shirt from 30 odd years ago that got booed when modelled at half time. For those who remember.

 

[Mark Bonner]

If the vacuum cleaner and mower shirt looks good and gives the club money for players, better facilities for fans, continued affordability etc etc etc is it really a problem?

I tend to find the most inspiring things about the club these days to be how it continues to compete in the upper reaches of the PL. I’d prefer that to be our ongoing history and heritage. Maybe I’m odd and not a proper fan though.

That said, maybe we could get a special edition run of that shirt from 30 odd years ago that got booed when modelled at half time. For those who remember.

Ok AB. Me too.

I'm just not into an outside investor's brand influencing a whole kit. I don't know if it was in return for his investment, if BFC paid him a fee to direct it and use his brand under license, or not, but it doesn't look great.

We gotta be careful with the new FFP stuff too, with investment income being scrutinised in case it's actually stealth sponsorship, especially now this math is all linked to how much we can spend on the field.

Hopefully Nity Raj has run the risk assessment.

We don't want to be spending all that 'investment' on Man City's lawyers now do we?

 

[Untouchable]

I'm just not into an investor's brand influencing a whole kit.

We wouldn’t be the first.

Newcastle have had a green away kit because of Saudi money.

 

[Freebee]

Ok AB. Me too.

I'm just not into an outside investor's brand influencing a whole kit. I don't know if it was in return for his investment, if BFC paid him a fee to direct it and use his brand under license, or not, but it doesn't look great.

We gotta be careful with the new FFP stuff too, with investment income being scrutinised in case it's actually stealth sponsorship, especially now this math is all linked to how much we can spend on the field.

Hopefully Nity Raj has run the risk assessment.

We don't want to be spending all that 'investment' on Man City's lawyers now do we?

If you've been able to see the possible consequences,it's likely the club have as well.We don't tend to be run on a wing and a prayer.

 

[Mark Bonner]

We wouldn’t be the first.

Newcastle have had a green away kit because of Saudi money.

I don't believe they were dumb enough to write publicly about it as if it was high art and launch it with a 'Visit Saudi Arabia' film, directed by shareholder Sheikh Al Shearer though were they?

 

[Mr Tree]

I don't believe they were dumb enough to write publicly about it as if it was high art and launch it with a 'Visit Saudi Arabia' film, directed by shareholder Sheikh Al Shearer though were they?

I'm really not seeing the distinction you're seeing, with all due respect Mark. It's a nice little nod to an investor - not really an issue. It's not like when Cardiff changed from blue to red because of the owner's business is it? Or a million other examples. Personally just think you're over-egging this.

 

[Gazza Bee]

Who wears a pinstripe (sic) top half with a plain legware?


View attachment 67597

Bloody hell if you look carefully there is a discount code for Cineworld tickets woven into the fabric....

 

[grim]

What are we promoting for free , the last kingsman film was out like 5 years ago. It's just a bit fun and a good way to promote the kit and the club.

 

[Banana]

an outside investor's

What is the difference between "an outside investor" and "an inside investor" please?

 

[HMDBFC]

Who wears a pinstripe (sic) top half with a plain legware?


View attachment 67597

What is not to like about this kit. I think it looks great for what it's worth

 

[Banana]

What is not to like about this kit. I think it looks great for what it's worth

I like it, but I just told you what's wrong with it

Besides it is a chalkstripe, NOT a pinstripe. Kids in marketing today eh?

 

[Mark Bonner]

I'm really not seeing the distinction you're seeing, with all due respect Mark. It's a nice little nod to an investor - not really an issue. It's not like when Cardiff changed from blue to red because of the owner's business is it? Or a million other examples. Personally just think you're over-egging this.

My concern:

1. It's the relegation of our club's brand story in favour of an external commercial property.
2. It may break Premiership rules around on-kit sponsorship, Associated Party Transactions (which have to be transparent) and Fair Market Value of services (you can't gain or provide a commercial or competitive advantage by favourably discounting services to external or internal parties).
3. The owner of Kingsman's Intellectual property happens to be an investor in the club. (You can't trade investment for sponsorship and still call it investment (or vice versa) as it affects the FFP calcs. Man City are currently feeling the heat this causes).
4. There's a 4th Kingsman film in the pipeline so its hard as a marketing professional to not see this as part of an upcoming multi-channel campaign. Would Mr Vaughn have suggested it if there wasn't another film coming?

Am I over-egging it? Maybe... but we don't want a costly legal investigation/points deduction, do we?

Ask yourself why the club felt the need to tie this to KIngsman. If they left it as 'London's Saville Row' there would be no danger. So the question my mind is asking is 'Was it in exchange for his investment?'

 

[Mark Bonner]

What are we promoting for free , the last kingsman film was out like 5 years ago. It's just a bit fun and a good way to promote the kit and the club.

There's a new one in the pipeline

 

[Simon C]

My concern:

1. It's the relegation of our club's brand story in favour of an external commercial property.
2. It may break Premiership rules around on-kit sponsorship, Associated Party Transactions (which have to be transparent) and Fair Market Value of services (you can't gain or provide a commercial or competitive advantage by favourably discounting services to external or internal parties).
3. The owner of Kingsman's Intellectual property happens to be an investor in the club. (You can't trade investment for sponsorship and still call it investment (or vice versa) as it affects the FFP calcs. Man City are currently feeling the heat this causes).
4. There's a 4th Kingsman film in the pipeline so its hard as a marketing professional to not see this as part of an upcoming multi-channel campaign. Would Mr Vaughn have suggested it if there wasn't another film coming?

Am I over-egging it? Maybe... but we don't want a costly legal investigation/points deduction, do we?

Ask yourself why the club felt the need to tie this to KIngsman. If they left it as 'London's Saville Row' there would be no danger. So the question my mind is asking is 'Was it in exchange for his investment?'

If 2 and 3 are as serious as you suggest maybe it's time to stop drawing attention to it quite so much?

As for the "brand story" of our away kits their illustrious history includes one the players refused to wear due to sweat patches, one that gets referred to as a Jaffa cake and one the club stopped using last season as we always lost in it. I don't think it's a topic to get precious about.

Either way at the very least our main investor made sure the clubs home kit always has proper Brentford shorts!

 

[Mark Bonner]

What is the difference between "an outside investor" and "an inside investor" please?

I just mean an outside entity acquiring commercial gain in return for investment. I believe ROI in itself should be enough.

 

[grim]

If the 4th film was out soon I might feel different, but the fact is by the time it comes outswe will no longer be wearing this kit. Does the kit even feature any kinsman branding?

 

[Mark Bonner]

If the 4th film was out soon I might feel different, but the fact is by the time it comes outswe will no longer be wearing this kit. Does the kit even feature any kinsman branding?

We dont know the film's release date yet. The kit doesn't feature the logo, but it would work beautifully if set against some on-pitch LED advertising....

(The launch film and socials however, do. A lot.)