Renowned boxing promoter Eddie Hearn has been filmed signing Marching On Together in a fresh Leeds United promotional video announcing a new commercial partnership.
The club announced on Thursday that military vehicle manufacturing firm North Defence has become its ‘Official Defence Partner’ for the 2026/27 campaign and fans can expect to see the company’s branding in advertisements at Elland Road.
In March, Hearn’s enterprise Matchroom Boxing entered into its own partnership with North Defence. The Essex-born businessman is a long-time friend of the company’s founder and Leeds fan Oliver North, who sponsored one of Hearn’s fights in 2010.
In a promotional video released by Leeds, which includes the acting of club ambassadors Tony Dorigo and Dom Matteo, Hearn is featured and can be heard singing a line from Leeds anthem Marching On Together towards the end of the clip.
Hearn, whose father and multi-sport promoter Barry formerly owned Leyton Orient, is a Tottenham Hotspur supporter. There have been rumours the 47-year-old is looking at entering the football agency market.
Upon the announcement of the deal with Leeds, North Defence chief North said: “It’s a genuine pleasure to partner with the club that I’ve supported and cheered on at Elland Road since the mid-nineties.
“Many of our team of tradespeople, engineers and office workers have also been supporting Leeds through the highs and lows of the past three decades, so it’s personal to many of us.
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“Under Leeds’ ownership, it is so clear to see their ambition and desire to partner with global brands whilst honouring and supporting local companies contributing locally too – especially through manufacturing – which many in Yorkshire see as a backbone for providing jobs and skills.
“The partnership is therefore a perfect one, and we look forward to marching on together into the new season.”
Phil Hardman, Partnerships Director at Leeds United, added: “We are excited to welcome North Defence on board as an Official Partner for the upcoming 2026/27 Premier League campaign, having previously worked with us as a Bronze Business Partner during the last season.
“It will be great to continue strengthening our relationship with everyone at North Defence, and we look forward to supporting them and helping them to build their brand where possible over the next year.”
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