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Turkish brewers Efes have been named the back-of-shirt sponsors for the remainder of the 2022/23 season. The Anadolu Efes beverage company was established in 1969, and according to the club the deal with the Tigers constitutes a record-breaking contract for back-of-shirt sponsorship.

Starting with the televised away game at Swansea on Saturday, Efes will appear on the back of the ‘blackout’ third kit and the goalkeeper jersey, and will later be seen on the primary and change kits.

The Dugout Bar for passholders at the MKM Stadium will undergo a revamp during the international break and will serve Efes when it reopens, and the Turkish pilsner is also on sale at fan-favourite pub The Botanic on Spring Bank.

The last time Hull City promoted alcohol on their shirts was back in 1988/89 when Riding Bitter was advertised as part of a two-year deal with Mansfield Brewery. City first advertised an airline in 1984/85, promoting Arrow Air, meaning the 2022/23 shirt sponsorship deals have a real 1980s feel with an airline on the front and a beer brand on the back.

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