Royal Oak FC, a fictional Sunday league football club that has accumulated substantial following through comedy content over more than a decade, has entered an exclusive partnership with Sports Direct for distribution of branded kits and merchandise. The arrangement builds on previous limited merchandise sales and introduces officially-branded products created in collaboration with Under Armour featuring the team's distinctive black and blue colours.

The initiative launches as part of Sports Direct's 'Together as One' campaign celebrating grassroots football culture. Steve Bracknall, the creator with 1.7 million combined social media followers, will undertake a promotional tour of Sports Direct locations in Sheffield, Manchester, Liverpool, and London, where customers will receive discounts and complimentary personalisation services. The expanded merchandise line extends beyond kits to include various accessories such as headwear, bags, and scarves available across multiple stores and online.