Burton Albion FC has partnered with Jonas Sports to overhaul its retail operations, opening a redesigned store at the Pirelli Stadium and launching a new online club shop.
The in-store shop has undergone significant changes over the summer, with a new layout designed to maximise floor space and create a more open environment. The revamped store features an improved product offering and a brand-new till system, alongside self-service kiosks to speed up checkout. Retail staff remain on hand to assist supporters.
Online Shop Now Live
The new online store is now live, offering supporters access to a wider range of products than previously available. The 2026/27 home and away kits are on sale online, alongside a new training wear range from Admiral Sports.
Jonas Sports will also provide the club with a new data platform to improve supporter communication and data management.
Enhanced Retail Experience
Dan Levins, Head of Retail at Burton Albion, said the partnership allows the club to offer greater product availability and a significantly improved retail experience. The new systems include on-demand products, personalised merchandise, a wider range of payment options and an integrated auction platform.
Sam Nixon, Managing Director at Jonas Sports, said the company looks forward to working closely with the club to enhance the retail experience for supporters both in-store and online.
