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West Brom announce new shirt sponsorship concept

West Brom have announced that they will sell their shirt sponsorship match-by-match in a unique shirt sponsorship idea.

The Birmingham Mail reports that the Baggies are running with unbranded shirts for the second consecutive season after failing to find a suitable sponsor.  But they are now planning an initiative which will allow businesses and organisations to have their names plastered across the Albion shirt for single or multiple games.

Albion have already helped promote the country’s bid to stage the World Cup by having ‘England 2018’ logos printed on their shirts during the season-opener against Newcastle.

Finance director Mark Jenkins said: “The Football League has clarified that we are able to offer shirt sponsorship deals on a short-term, as well as the traditional long-term, basis.

“The first business to come forward and take advantage of this unique opportunity could make a little piece of footballing history as we have never offered this before.  Of course, ideally, we would like to team up with a long-term official club sponsor.

“We have held talks with several companies over the past 18 months but, until we receive a suitable offer from the right organisation, we are willing to sell our shirt sponsorship rights on a match-by-match basis.

“Becoming a principle club sponsor means much more than just having a logo on our shirt and we would like to discuss in detail with interested parties the exciting commercial and marketing opportunities on offer.”

Albion were unable to offer short-term shirt sponsorship deals last season as they are not allowed under Premier League rules.

The deal could also have a significant affect on the souvenir market among those who collect shirts, not least as there will potentially be a different name on the jerseys from game to game.

Supporters club secretary Alan Cleverley said: “It’s an interesting and innovative idea and, at the right price, the Supporters Club might even be interested.

“Who knows, it may even capture the imagination of a company who go onto become a long-term sponsor.  The current blank shirts are welcomed on the one hand because fans generally prefer shirts without sponsors - but, on the other hand, we’ve missed out on revenue for the last 18 months or so.”

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