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Since taking over as Chief Executive at Kettering, Dougan had been making a deal with local company, Kettering Tyres Ltd, to have their name embroidered on the front of Kettering’s shirts. Kettering Tyres Ltd would pay the club a four-figure sum for the privilege. The exact amount has never been revealed.anuary 21st 1976, Kettering Town v Bath City in the Southern League. The match itself was a rather drab affair, played out by two mediocre mid-table sides. However, the words emblazoned on the home sides shirts caused quite the stir. The inevitable letter from the Football Association came just four days later, and it ordered the removal of the company name. ‘The Doog‘, not wanting to accept defeat, simply had new shirts embroidered with ‘Kettering T’ and claimed the ‘t’ stood for town, not tyres. The FA were unamused but scratched their heads on the matter for a few months. In April 1976, their response came with the threat of a £1000 fine if the text wasn’t removed right away. Not wanting to pay a fine, Dougan and Kettering Town did as they were told. “I find it inconceivable that these petty minded bureaucrats have only this to worry about”, Dougan is reported to have said.
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However, fuelled by a sense of injustice and an impressive network of contacts, Dougan enlisted the support of bigger clubs, including Bolton Wanderers and top-flight Derby County, and continued to plead the case. Football shirt sponsorship was already happening on the continent and could bring much needed extra funds to all levels of the game. It was hard to argue against. At the time, Derby County already had an agreement with Saab. Many Derby players were cruising around in sponsored Saab cars, but the wearing of the Saab printed shirts was strictly limited to pre-season friendlies. Eventually, the Football Association succumbed, and shirt sponsorship was cleared in time for the 1977/78 campaign.
