In a post last year I talked about the huge amounts of money in shirt sponsorship deals in the Premier league. With English Premiership clubs raking in a whopping €128million in the 2010/2011 season, the highest in Europe, we’d all have been right in thinking that this figure would have increased even more as the new season starts.
This still may be the case, but one Premier League club is joining Aston Villa and Sheffield Wednesday in turning their back on big brand names – and instead, will run out onto the pitch with the Prince’s Trust charity on their shirts.
Blackburn Rovers have replaced its sponsorship deal with Crown Paints for the Prince’s Trust - a move that the Trust said would provide a brilliant opportunity to reach out to the most disadvantaged young people in the community.
The Rovers will also fundraise for the charity, which works with disadvantaged people, during the coming season.
"The club has enjoyed a strong and productive relationship with the Prince's Trust since 2005 and this agreement takes that relationship on to another level," Simon Williams, head of commercial and marketing at the club, said.
"The exposure the Prince's Trust will obtain as our shirt partner will greatly increase the level of awareness for the charity and hopefully encourage fundraising for the fantastic work they do to with young people."
The sponsorship could not have come at a more topical time after the recent riots and claims that the looters rebelled against their limited opportunities. The Prince’s Trust provides vital help for young people facing unemployment and limited opportunities.
A cynical marketing move by Blackburn? Or a well applauded move that the rest of the Premiership should take note of? I think we’ll have to wait until the end of the season. If Blackburn get relegated because they didn’t have the extra sponsorship cash to sign good players, then all charity goes out the window.
Monday, 15 August 2011
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