A Wirral firm that generates annual revenues of almost £20m is confirmed as the new main shirt sponsor of Tranmere Rovers FC, as takeover speculation continues. Tony McDonough reports

Wirral industrial refrigeration specialist SURE Solutions has been confirmed as the new main short sponsor for Tranmere Rovers.

Stanlow Oil Refinery owner Essar has been the club’s main front-of-shirt sponsor since the 2019/20 season but now the League Two side has struck a deal with Sure for multiple seasons.

SURE is based in Birkenhead, not far from Tranmere Rovers’ Prenton Park Home. Employing 76 people the company’s most recent accounts show revenues of just under £20m and pre-tax profits of almost £2m.

As part of the deal, the value of which has not been disclosed, SURE will have its logo displayed on the front of the men’s first team home, away and third kit shirts.

Tranmere chairman Mark Palios said: “As a Birkenhead-based business with national reach, SURE Solutions are a fantastic example of a local company that has grown through ambition, innovation and strong values.

“Their journey over the last 10 years is something Wirral can be proud of and we are pleased to have them represented on the front of our shirts.”

SURE designs, installs and maintains refrigeration systems for clients across the UK. It was founded by Garry and Amy Shaw in 2016 although Companies House records show Garry as the principal shareholder with more than 75% of the business.

He added: ““Being a Wirral-based business, Tranmere Rovers has always been close to our hearts. This partnership is about far more than sponsorship for us. It’s about supporting our local community and giving something back to an area that has played such an important role in our journey.

“Many members of the SURE team are fans, so this is a proud and meaningful moment for us all.”

This deal comes amid ongoing speculation about a likely takeover of Tranmere Rovers by as yet unnamed investors. In March LBN revealed that a deal was “imminent” with Mark Palios, current joint owner with his wife Nicola Palios, saying a sale had been agreed.

In the club’s annual accounts Mr Palios said: “In autumn 2025 an exclusivity agreement was reached with new investors with the intention that they should be in place ahead of the January transfer market.

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“This exclusivity agreement was extended in January 2026. While the transaction has taken longer than the desired timeline, at the date of this report, the investors have agreed to the purchase of the club.”

The accounts, covering the 12 months to June 30, 2025, showed a fall in revenues from £6m to £5.8m with pre-tax losses widening to £2.9m from £1.4m last year. Net assets totalled £14.7m, down from £16.7m.