The Sheffield Steeldogs and Sheffield Steelers are proud to announce DSM as the new title sponsor of both clubs in a landmark partnership ahead of the 2026-27 season.
The agreement sees one of South Yorkshire’s most respected and successful businesses further strengthen its long-standing relationship with Sheffield ice hockey, taking its support to a new level by becoming the title sponsor of both the Elite League Steelers and the NIHL Steeldogs.
Established in 2000, DSM has grown into one of the UK’s leading structural envelope contractors, delivering innovative roofing, cladding and complete building envelope solutions on projects across the United Kingdom and Ireland. Headquartered in South Yorkshire, DSM has built an outstanding reputation for quality, innovation and excellence, delivering some of the country’s most recognisable commercial developments.
Having proudly supported both clubs for a number of years, the new agreement represents a significant expansion of that partnership, with the DSM brand taking pride of place throughout both organisations and featuring on the official playing shirts of the Steelers and the Steeldogs.
Steelers and Steeldogs owner Tony Smith welcomed the announcement.
“When you work with good people, partnerships naturally grow. That’s exactly what’s happened with Dean and everyone at DSM. They first came to us as commercial partners, but over the years they’ve become great friends of our clubs. To now welcome DSM as our title sponsor is something we’re incredibly proud of.
“Of course this partnership is fantastic for both organisations commercially, but it’s about much more than branding on a shirt. It’s about a successful South Yorkshire business investing in Sheffield sport and helping us continue to grow both the Steelers and the Steeldogs for years to come.”
DSM Managing Director Dean Foulkes said the company was delighted to strengthen its commitment to Sheffield ice hockey.
“Supporting the Steelers and Steeldogs has never simply been about advertising our business. It’s about being part of something that brings people together. Our staff, our customers and our families love coming to games, and over the years we’ve built some wonderful friendships throughout the clubs.
“Becoming title sponsor is a huge honour for everyone at DSM. We’re proud to be associated with two clubs that represent Sheffield with such passion and professionalism, and we’re excited to see what we can achieve together in the seasons ahead.”
The partnership will see DSM branding integrated across both organisations throughout the season, with supporters seeing the company’s identity featured prominently on team jerseys, around the arenas, across digital platforms and through a range of exciting commercial activations.
The Sheffield Steelers and Sheffield Steeldogs would like to thank Dean Foulkes and everyone at DSM for their continued loyalty, belief and commitment, and look forward to achieving many more successes together in the years ahead.
