Brighton turn local business ties into premium rights deal with Shore Group

Brighton & Hove Albion have agreed a three-year partnership with The Shore Group, adding the Brighton-founded business to the club’s commercial portfolio with naming rights to one of the 1901 Club lounges at the American Express Stadium.The agreement also includes prominent stadium advertising and behind-the-scenes experiences. Financial terms were not disclosed.Brighton chief commercial officer Russ Wood said: “We are thrilled to welcome The Shore Group to the club as a lounge partner. As a prominent local employer with deep roots in Brighton and Hove, they share our pride in Sussex and our dedication to supporting and celebrating the local business community.”“We look forward to working closely with them over the next three years to build a successful and long-lasting partnership.”The deal gives The Shore Group access to one of Brighton’s premium hospitality assets, creating a business-facing sponsorship platform alongside broader matchday visibility.Founded in Brighton in 2008, The Shore Group operates across construction, retail, property, data and aviation and generates annual turnover of more than £250m.The company has grown beyond its local origins but continues to position Brighton as central to its identity, making the partnership a combination of regional brand-building and corporate hospitality.Co-founder Lewis Yorke-Johnson said: “I grew up in Brighton, and this city is in the DNA of everything we’ve built. I never imagined we’d one day have our company’s name inside the Amex.”“Brighton as a city has always backed us as a business; this is our way of backing Brighton.”The company also has a family connection to the club through Ross Johnson, brother of Yorke-Johnson, who played for Brighton during the 1996-97 season and was part of the team that avoided relegation from the Football League against Hereford United.The Shore Group co-founder James Hobden said: “We are fully committed to ensuring this partnership creates real, lasting value and opportunities for local people.”The agreement forms part of a wider period of commercial activity at Brighton, with the club also adding new regional partnerships across hospitality, education and other categories ahead of the 2026-27 season.The Shore Group is separately sponsoring Brighton Rugby, extending its sports investment across the city and giving the business a broader platform for local engagement.Brighton’s agreement demonstrates the commercial value of premium stadium inventory beyond global sponsorship, using hospitality rights to build longer-term relationships with substantial businesses rooted in the club’s home market.