Serneke replaced Prioritet Finans as the main shirt sponsor before the 2019 season, becoming the third main sponsor in the club's history. The grocery-store chain ICA had sponsored IFK Göteborg since 1974, and their logo was displayed on the chest of the shirt 1980–2010, leading some to consider it an integral part of the shirt. The ICA logo was reproduced in its original red colour for the first few years, but was then changed to a blue-and-white version to better blend with the kit colours.