Historic football sponsorship deal announced in Sheffield
A groundbreaking sponsorship deal - the first of its kind in the history of British football - has been struck in Sheffield.
League One clubs Sheffield United Football Club and Sheffield Wednesday Football Club today (July 14) announced at a joint news conference that they will share headline sponsors for the forthcoming season (2011/12) in a collaborative ‘twin sponsorship’ featuring two of Sheffield’s most recognised business names.
The deal, which has been called ‘Supporting Sheffield’, will see the Steel City rivals sponsored by Westfield Health and the Gilder Group, one of the oldest motoring dealerships in the country with substantial outlets in Sheffield, Rotherham, Chesterfield, Doncaster and Newark.
The two sponsors will have a ‘home team’ and ‘away team’, with Westfield Health appearing on the front of Sheffield United’s shirt when they wear their home strip and Sheffield Wednesday’s when the Owls wear their away strip.
The Gilder Group will appear on the front of Sheffield Wednesday’s shirt when the Owls play in their home strip and on the Blades’ shirt when they play in their away strip.
The announcement was made by club officials and representatives of the sponsors at the Adelphi Room of the Crucible Theatre in Sheffield - the location where both clubs were originally formed in the 19th century.
Sheffield Wednesday Chairman Milan Mandaric said: "This is an exciting partnership for all concerned and will further develop as the season progresses.
"I am new to this city but have quickly recognised the importance of working with two organisations who are Sheffield through and through."
Sheffield United Chairman Kevin McCabe said: "Sheffield is very proud of its footballing heritage and with this deal the city has added yet another first to the history books.
"Sheffield United are eagerly anticipating working with two such reputable Sheffield-based companies, who we know well, in the season ahead."
Jill Davies, Chief Executive of Westfield Health, said: "Having worked with both clubs for almost 50 years, we are thrilled to be part of such a groundbreaking deal. This is an opportunity to support not just the football clubs, but the city and the people of Sheffield, too.
"From our Sheffield roots over 90 years ago, Westfield Health has grown to become one of the leading health insurers in the UK and is delighted to be supporting the clubs and community which helped Westfield become all that it is today. We look forward to sharing in both clubs’ success during the exciting season ahead."