Hartlepool United has brought in a specialist sports agency to help attract new commercial backers ahead of the new season, it has been announced. The National League club has appointed Sporting Group International (SGI) to secure sponsorship deals for first-team kit, naming rights, and digital channels. The appointments come ahead of the first full season under new chairman and owner Landon Smith, a US-based real estate developer. Ian Dutton, UK managing director at SGI, said: "We are delighted to be working with Hartlepool United to find the right partners to help fund the club's future success." Rose Stoker, commercial and operations director at Hartlepool United, said: "We are pleased to announce that we have contracted SGI to support with securing new brands for the club's headline assets, including our Principal, Official and Associate sponsor portfolio." SGI is a global sports agency with headquarters in Birmingham and offices across the UK, Europe, Asia, and the Middle East. The firm has worked on several high-profile sponsorships, including the naming of Bolton Wanderers' Toughsheet Community Stadium, Easee's front-of-shirt deal with Gloucestershire Cricket Club for 2026, and Haier HVAC's sponsorship of the Professional Darts Corporation's World Cup of Darts 2025. Hartlepool United FC ground (Image: Supplied) The club has a range of valuable sponsorships available, with multiple positions on the playing field and digital channels. Ian Dutton, UK managing director at SGI, said: "The club has a range of valuable sponsorships available, with multiple positions on the playing field and digital channels."