Hednesford Town are proud to announce a landmark partnership with McArthurGlen Designer Outlet West Midlands.
The link up with one of the region’s leading retail and lifestyle destinations will see McArthurGlen feature on the front of our new 2026/27 home and away shirts.
The shirts will be the most visible part of a wider relationship focused on regional growth.
The agreement marks another significant step in our journey as we build on our proud local roots, continue developing into a respected football club and work towards making Keys Park a regional sporting destination.
Located only a short distance from Keys Park, McArthurGlen Designer Outlet West Midlands has quickly become one of the region’s major retail and leisure destinations.
They combine premium fashion, lifestyle, food, family experience and community activity.
Its impact has been significant. Since opening in 2021, McArthurGlen Designer Outlet West Midlands has welcomed more than 15 million guests, generated nearly half a billion pounds in retail sales, recorded more than 15.6 million transactions and sold almost 39 million products.
The outlet currently employs around 1,200 people and is preparing for further expansion, with plans to increase its retail offer from 75 to 100 stores, introduce a new street food and dining area and create around 500 additional jobs.
McArthurGlen’s scale, repeat visits, economic and community impact, and continued investment show what a successful regional destination can create, exactly the kind of regional momentum we are keen to harness.
We are now seeking to build the partnership through football, matchday experience, community activity and the future development of Keys Park.
There is also a fitting heritage connection between the two organisations.
Keys Park opened in 1995, the same year McArthurGlen opened Europe’s first designer outlet at Cheshire Oaks.
Three decades later, this partnership brings together our football heritage and community roots with McArthurGlen’s designer outlet heritage and proven destination expertise.
The ambition is integration, placing Hednesford Town Football Club inside a wider regional ecosystem of lifestyle, retail, family experience, community activity and destination visits.
We want to give supporters, families and new audiences more reasons to engage with the club, attend matches and experience Keys Park.
As part of the wider relationship, we will work with McArthurGlen to explore a series of activations during the 2026/27 season, including family-focused matchday campaigns, supporter competitions, player appearances, digital promotion, in-centre visibility and community-led events.
Marvin Robinson, Chief Executive of Hednesford Town Football Club, said:
“We are extremely proud to welcome this partnership with McArthurGlen.
“The shirt gives the partnership visibility, but the real value is in what it helps us build beyond the shirt.
“McArthurGlen has shown what a successful regional destination can create: scale, employment, community value and economic impact.
“That is something we respect, and something we want to echo through football.
“We welcomed circa 53,000 visitors to Keys Park last season, but our ambition is much greater.
“To grow attendances, reach capacity and build the long-term case for a bigger stadium, we must take Hednesford Town into wider regional audiences and continue developing Keys Park as a destination for sport, families, community and events.
“This partnership helps us do that.
“It gives us the opportunity to align with a brand that has already built real regional momentum, while creating new ways for supporters, families and communities to engage with Hednesford Town Football Club.
“I also want to recognise the work of our Business Development and Operations Officer, Rob Slater, who has helped drive this opportunity forwards.
“Rob understood that this partnership needed to be about more than traditional sponsorship, it needed to support the club’s wider growth, visibility and regional positioning.
“This echoes our club motto of Best in Class, Local First partnership, and one that reflects the direction of travel for Hednesford Town Football Club.”
David Jackson, Centre Manager at McArthurGlen Designer Outlet West Midlands, said:
“We are delighted to partner with Hednesford Town Football Club for the 2026/27 season.
“Hednesford Town is a club with real ambition, strong community support and a clear commitment to developing football from grassroots level upwards.
“That ambition and community focus align closely with our own values at McArthurGlen Designer Outlet West Midlands and our ambition to be a pillar within the local community.
“We are proud to support the club and look forward to working together across the season.”
Our new 2026/27 home and away shirts will be revealed tomorrow, along with opening dates of the club shop to purchase yours.
