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Traitor Joe’s Est. 01-20-21 Where Everything Is For Sale Shirt
South of the border, a dispute between the Football League and the television companies was halting progress. The TV companies, namely the BBC and ITV, were refusing to show highlights of any teams who wore shirt sponsors. In 1979 Liverpool cashed in on their appeal by signing a £100,000 two-year deal with Hitachi, the Japanese electrical company. Written into the contract were clauses that the shirts couldn’t be worn in European competitions, or any live televised domestic games.Siding with the TV companies in opposing shirt sponsorship, many chairmen and football folk in varying positions of authority were concerned that extra logos and names on their clubs shirt would deter from the traditional commitment to club colours. Arsenal’s then chairman, Peter Hill-Wood stated, “‘I was against advertising and sponsorship more than anyone. I felt we would be losing a little bit of our identity but I have been persuaded the other way.” A £500,000 deal with another Japanese electrical company, JVC, over three seasons went a long way to win over Hill-Wood.Compared to teams on the continent though, Britain was already lagging behindIn a global sense, Uruguayan club Penarol are widely considered to be the entrepreneurs in the field as far back as the fifties. Though details of exactly how they raised funds through shirt-based advertising are somewhat hazy. In Europe a decade later, Austria and Denmark were the first countries to make shirt sponsorship legal. By the time the seventies rolled around, a number of German clubs were bending the rules and regulations while experimenting with the idea of shirt sponsorship.
Traitor Joe’s Est.
01-20-21 Where Everything Is For Sale Shirt
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.Ironically, Kettering Town couldn’t find a willing sponsor that season.Quick on the uptake, Hibernian of Edinburgh became the first British top-flight team to wear sponsors on their shirts for the 1977/78 season. ‘Bukta’, the Greater Manchester-based sportswear company, produced, adorned and supplied the green and white shirts, which incidentally were being worn by a certain George Best at the time.
