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Fiction becomes reality as Hearts unveil Succession-inspired new kit sponsor

Hearts have partnered with streaming service NOW for a new Succession-inspired kit after the club’s surprise appearance in the hit drama.

The Edinburgh side have unveiled special shirts sponsored by the show’s fictional company to mark the launch of the third series of the show, which stars Brian Cox.

In the last season, Roman Roy (played by Kieran Culkin) buys the club to impress his father Logan (Cox) only to awkwardly discover that his billionaire dad is actually a fan of bitter rivals Hibs.

© Sandy Young/scottishphotographer
Hearts players show off the Succession sponsor

In a nod to this storyline, the name of the Roy family’s infamous company Waystar Royco has been added to the front of Hearts’ shirts, as well as on branding within Tynecastle.

Hearts boss Robbie Neilson said: “The club has been so excited to feature in one of the main storylines of one the biggest TV shows on the planet and we’re thrilled to be working with NOW to help launch this partnership celebrating season 3 of the show today.

“Just like the Roy children in Succession, we’re a club battling for the one place at the very top. Unlike the Roys though, we know we can only get there by working together.”

Making a Succession of it, and all thanks to Porridge’s Mr Mackay

The partnership is the first time ever that the front of a major professional football team’s shirt has been sponsored by a fictional company.

Only 95 of the Waystar-branded shirts have been created, with a giveaway to be launched on NOW’s social media platforms.

Jamie Schwartz, Director of Brand, Marketing and Merchandising at NOW said: “We want as many people as possible to enjoy amazing, critically-acclaimed shows like Succession on NOW and this partnership with Hearts F.C. is a great way of celebrating the show in a way that fans will love and that also raises awareness of this must-watch content among a completely new audience.”

© Sandy Young/scottishphotographer
The new Hearts kits (Pic: Sandy Young)

Chief Executive of Hearts of Midlothian F.C. Andrew McKinley commented: “As huge fans of the show, we’re really excited to be working with NOW to bring this Succession takeover to Tynecastle.

“We love watching the Hearts-related storylines in the show, although we’re quite thankful not to have any members of the Roy family running the club in real life! Brian and Kieran are always welcome in the director’s box at Tynecastle as a guest of the real owners of the club – the fans.”