Albion announces three-year partnership with The Shore Group

2026-08-19T16:00+01:00

Chief commercial officer Russ Wood and Jo Brooks, head of partnerships, with James Hobden of The Shore Group at the announcement of their three-year partnership with the club.

The club are delighted to announce a new three-year partnership with The Shore Group, one of Brighton’s largest employers.

The Shore Group have secured the naming rights to one of the 1901 Lounges at the American Express Stadium, alongside prominent advertising around the ground and behind the scene experiences.

Founded in Brighton in 2008, The Shore Group has grown to become a premier employer in the city, operating across the construction, retail, property, data and aviation sectors. With an annual turnover exceeding £250 million, the company remains dedicated to supporting local economic growth and community-driven initiatives.

The announcement carries a unique personal dimension for both the club and the business. Ross Johnson, brother of The Shore Group's co-founder Lewis Yorke-Johnson, played for Albion during one of the most defining periods in the club's history. He was part of the iconic team that played in the dramatic 1997 relegation decider against Hereford United at Edgar Street, a match that ultimately saved the Albion from dropping out of the Football League. Today, Ross is an integral part of the team at The Shore Group.

Lewis Yorke-Johnson, co-founder of The Shore Group, 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.

“Having my brother Ross involved, someone who wore the Albion shirt and knows exactly what this club means to the people here, makes this partnership incredibly special. Brighton as a city has always backed us as a business; this is our way of backing Brighton."

James Hobden, co-founder of The Shore Group, added: "If you do right by the people and communities around you, you build something worth having. Brighton & Hove Albion has earned this city’s unwavering respect through hard work, ambition, and a genuine commitment to its community. Those are the exact values we aspire to as a business. We are fully committed to ensuring this partnership creates real, lasting value and opportunities for local people."

Russ Wood, Chief Commercial Officer at Brighton & Hove Albion, 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."