Gamechanger Acquires Hoax
Friday, 21st Aug 2026 17:47
Gamechanger 20 Ltd, the club’s majority shareholder, has bought Suffolk-based fashion brand Hoax.
Gamechanger 20 will be the controlling party in Hoax, which was established in 1994, with Jason and Archie Carter, who have run the brand for the last decade, and Ed Sheeran the remaining shareholders.
“Hoax is a brand with deep, proud roots in Suffolk, which has developed a strong identity over the last 30 years,” Town and Gamechanger 20 chairman Mark Ashton said.
“Through this acquisition, there is now a great opportunity to further enhance the brand and showcase Suffolk to a wider audience, both in the UK and around the world.”
Hoax will be showcased as part of the Premier League’s Coast to Coast launch this weekend, which marks the start of the season in North America.
Town shareholder Sheeran, who continues to sponsor the first-team’s sleeves, is hosting a special matchday gathering during his Loop Tour.
Photo: ITFC
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