Ed Sheeran Sponsors a Football Club and Promotes a Cryptic Logo

The musician is pledging a yearlong sponsorship deal with Ipswich Town FC

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

If you’re a millionaire musician with several homes and your own pub, what would you spend your money on next?

Well, if you’re British singer and songwriter Ed Sheeran, you might become Ipswich Town soccer club’s newest shirt sponsor. Announced on May 7, the musician—who is a lifelong fan of the club—paid for the cryptic logo “+ – = ÷ x” to appear on the soccer club’s shirts, but has yet to explain the underlying meaning of the string of abstruse symbols.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in