The club adopted a Terriers logo in 2018. It was used solely on the strip and did not replace the heraldic crest, which continued to appear on all official media and documents. In 2019, Town agreed to have Paddy Power shirt sponsorship in a striking beauty queen style diagonal sash design. Within days, the club were contacted by The Football Association for their "observations" about the kit. Shortly after, it was revealed that the shirt was a prank envisioned by Paddy Power, and that the club would play in shirts without a sponsor. as part of their "Save Our Shirt" campaign.