Sports Interactive turns provider for War Child with AFC Wimbledon shirt sponsorship

Sports Interactive (SI) and AFC Wimbledon have extended the longest-running shirt sponsorship deal in English football as their partnership continues through the 2024/25 season.

Yet it won't be the recently updated Sports Interactive or Football Manager logos fronting the club’s new shirts.

Instead, AFC Wimbledon’s iconic blue-and-yellow home shirt, plus their away and third kits, will be emblazoned with the logo of the charity War Child. 

Founded in 1993, War Child protects, educates, and stands up for the rights of children affected by war. Longstanding partners of Sports Interactive, War Child receive a percentage of every copy of Football Manager sold. 

SI has sponsored AFC Wimbledon since the club's reformation in 2002 and first connected The Dons with War Child in March 2024 for a special one-off kit used against Harrogate Town.

Conversations between all three parties have continued since then and the club, studio, and charity are now delighted to celebrate their partnership with a groundbreaking shirt sponsorship deal. 

Studio Director Miles Jacobson drove the decision to hand over the sponsorship deal to War Child amid a modern world filled with conflict. Jacobson said: “We’re delighted to continue our main sponsor partnership with AFC Wimbledon and very proud to have been with the club since their reformation. 

“Despite it being a year where we’ve changed our studio and game logos, our overriding feeling was that War Child needs the promotion for their work more than we do. At SI, we try to consider the bigger picture in everything we do and that’s why we’ve handed over the front of the shirt to their logo rather than ours. 

“Children are more affected by war than anyone else, and being in a warzone is something that stays with them for longer than those of us who are older. There’s a lot of war in the world at the moment, not just those that we hear about on the news every night, but the forgotten conflicts across Africa, such as those in the Central African Republic and the Democratic Republic of Congo, and other parts of the world. 

“The work War Child does is massively important in giving children support and a better life in conflict and post-conflict zones. I urge all of you to learn more about their work and how you can help.”

Marc Jones, AFC Wimbledon co-founder and the club's Head of Brand, Marketing and Communications, added: "This season we are boldly presenting these club colours as our DNA. Our kits always come to life when we add our long-standing partner to the shirts, and whilst this season is a bit different on that front - it is very special indeed to support and promote such a brilliant cause whilst continuing our relationship with Sports Interactive."

David Miller, Head of Gaming Partnerships at War Child, added: “We are incredibly excited about this new partnership with AFC Wimbledon, for which we owe everything to Miles and the Football Manager team at Sports Interactive. Our logo taking pride of place on the shirt means thousands of football fans across the country will think about our charity and the work we do supporting children affected by conflict, some maybe for the first time. It’s difficult to describe the incredible worth that represents to us as a charity. We want to thank everyone at SI and The Dons and wish them both all the best for the new season.”

SI and FM will still be featured across digital advertising at Plough Lane and the studio’s logos will adorn the club’s training and coaching wear during the 2024/25 campaign.

The 2024/25 AFC Wimbledon home kit is available to buy online now - in short and long sleeves. The strip is modelled by captain Jake Reeves, new signing Myles Hippolyte and AFC Wimbledon Women’s star Emma Plewa.

Further information on an official kit launch event in August will be shared in the coming weeks.