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When I started my journey here at Totally Wicked in October 2023, I thought I had a good grasp of the company's history. As a leader in the vaping world, its reputation for quality products was something I was already familiar with. But I wanted to understand the brand's roots in the community, the story beyond the factory walls. So, I decided to dive into the history of its sports sponsorships.
What I found wasn't just the major stadium deals I expected. As I dug deeper, speaking to colleagues who’ve been part of the journey for years, I started to unearth stories of a much wider sporting history from back in the 2010s. There were tales of sponsoring darts professional Ryan Searle and backing the endurance of a Transatlantic rowing team.
This was clearly a story of genuine, long-standing partnerships that have woven the Totally Wicked name into the fabric of British sport – on pitches, on the oche, and even across oceans.
2012: An Unexpected Beginning at Turf Moor
I discovered that the very first major step into sports sponsorship wasn’t in 2013 as I’d previously thought, but in September 2012. And for a Blackburn-based company, it was a truly bold move: the first partnership was with Burnley Football Club. The company sponsored the iconic Bob Lord Stand at Turf Moor, which was unveiled as the 'Totally Wicked Bob Lord Stand'[i].
The news article from the time shows it sparked a lot of debate among fans, which is understandable given the stand’s famous name. But it also highlights that, right from the very beginning, the goal was clear: to raise awareness about vaping as an alternative to smoking. The article mentions the club consulted Bob Lord’s family. This showed a level of care and respect even in that first groundbreaking deal. This surprising first step truly set the stage for what was to come.
2013: A New Partnership in a New Sport
From what I can see in the company’s history, 2013 was a truly pivotal year. It was the moment when two key parts of the Totally Wicked identity, product innovation and community partnership came together in a big way.
On one hand, the company launched its now-famous, UK-made Red Label E-liquid. This wasn’t just another product; it was a statement about quality and commitment to UK manufacturing. It quickly became a cornerstone for vapers across the country who were making the switch.
In that very same year, the first major step into the sporting world was taken with the sponsorship of the North Stand at St Helens RFC. Looking back, it’s clear this wasn’t a coincidence[ii]. Partnering with a historic club like the Saints, with its deeply passionate, local fanbase, was a landmark decision. It was the perfect match for a brand that was cementing its own reputation for quality and community focus, setting the stage for over a decade of sports partnership that followed.
2016: The Totally Wicked Stadium
The commitment to St Helens deepened in a way that truly made history. In 2016, their home ground was officially renamed the Totally Wicked Stadium. Seeing a vaping brand take on stadium naming rights was a groundbreaking and powerful statement[iii].
2017-2018: A Partnership That Inspires
The partnership that began in 2017 was the one that truly surprised me during my research. While I was aware of the big rugby and football deals, I had no idea about the connection to motorsport until now. Learning that Totally Wicked partnered with Team BRIT – an inspirational all-disabled racing team that challenges barriers and pushes the limits of what’s possible[iv]. It shows a different side to the sponsorship strategy. This period of exciting growth was also reflected in the products. The adventurous Mr Wicked’s E-liquid range also launched in 2018.
2019-2021: A Golden Era of Champions and Innovation
In 2019, Totally Wicked became the principal shirt sponsor for St Helens RFC. This marked the beginning of a true golden era for the club. With the Totally Wicked name proudly on their chests, the Saints achieved an incredible 'three-peat', winning three consecutive Super League Grand Finals in 2019, 2020, and 2021. They also lifted the prestigious Challenge Cup in 2021. This cemented their status as the most dominant team in the league[v][vi].
As the Saints were collecting trophies, we were creating our own next generation of champions. In 2020, Totally Wicked launched the arc GTi, a device that set a new standard for performance and reliability, followed by the sleek starter vape, the Skope Air. These product innovations mirrored the Saints’ relentless drive for excellence on the pitch.
2022-Present: Evolution and Continued Commitment
As my research brought me closer to the present day, I found another landmark achievement in the partnership history. In June 2022, Totally Wicked stepped up to become the principal shirt sponsor for Blackburn Rovers for the 2022/23 season. Seeing the brand’s name on the front of the famous blue-and-white halves must have been an immense moment of pride. This milestone year also saw the launch of the game-changing VLTZ E-liquid. This marked a period of huge innovation both on and off the pitch.
2024: The End of a Hometown Era
After a full decade of unwavering support, which peaked with the prestigious shirt sponsorship, the partnership with Blackburn Rovers came to a conclusion at the end of the 2023/24 season. It was the end of a significant chapter in the company's local history, and I can see the immense pride taken in everything that was achieved with the club[vii].
Present Day
As I write this in August 2025, the partnership with St Helens stands as a true pillar of the company’s history. It has flourished for over a decade, seeing the Totally Wicked name proudly displayed on the stadium and the champions’ shirts through an era of incredible success. It's a testament to one of the most enduring relationships in British sport.
Looking back at this journey, from the unexpected first step at Turf Moor to the homecoming at Ewood Park and the golden era with the Saints, it's clear that these partnerships have always been about more than just a name. They’re about community, shared success, and a commitment to the towns and teams that have been part of the story. It’s a history I'm now incredibly proud to be a small part of.
References
[i] https://www.burnleyexpress.net/sport/football/burnley-football-club-stand-renamed-totally-wicked-bob-lord-stand-2734272
[ii] https://www.totallywicked-eliquid.co.uk/st-helens-rfc
[iii] https://www.sportspro.com/news/st_helens_announce_totally_wicked_stadium/
[iv] https://www.saintsrlfc.com/2018/02/06/saints-sport-team-brit-logo-catalan-clash/
[v] https://www.saintsrlfc.com/2022/04/27/saints-and-totally-wicked-renew-partnership-after-over-a-decade-together/
[vi] https://www.saintsrlfc.com/club/history/
[vii] https://www.thebusinessdesk.com/northwest/news/2135248-heavy-hearts-as-vape-company-reaches-end-of-blackburn-rovers-shirt-sponsor-deal
