Blackburn-based vaping company Totally Wicked said they will end the sponsorship deal with Blackburn Rovers FC at the conclusion of the current agreement.
Totally Wicked has been a sponsor of the Championship side for the last six seasons, but the deal, started in September 2018 as the official training kit sponsor, before becoming front of shirt sponsor in January 2022, has drawn criticism from MPs as promoting youth vaping.
The football club has earlier defended the deal, emphasising that no evidence has been found to suggest that the sponsorship encourages underage vaping.
In a statement, Totally Wicked said they the decision to end the deal was “mutual” and they part ways with “heavy hearts and many positive memories.”
“While our commercial partnership is concluding, our commitment to the Rovers community remains strong,” the firm said.
“We’ll continue our support of the club’s official charity, with Blackburn Rovers Community Trust, and have committed to purchasing season tickets and subsidising merchandise for our staff for the 2024-25 season, many of whom are dedicated Rovers supporters.”
Meanwhile, Blackburn Rovers has announced announce Lancashire law firm Watson Ramsbottom as its new front of shirt partner.
