Jul 26, 2011 at 01:10 PM
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Soccer Team To Sell Shirt Sponsorship on Match-by-Match Basis

As Birmingham City F.C. gets ready for the Football League Championship, the club has announced that it will swap out the team's front of shirt sponsor on a match-by-match basis. The team says that the plan will afford flexibility throughout the season and help the club maximize commercial revenue while broadening its relationships with a wider range of local, national and international businesses.


"The commercial team have been working hard since relegation to find a suitable brand to work with the football club and unfortunately we had a number of offers that didn't match the price that we valued our shirt sponsorship to be," Blues' Commercial Manager Ian Dutton said. "We didn't want to devalue that by accepting an offer that wasn't suitable so after some careful consideration we opted to bring a new and unique approach to Birmingham City.

According to the club, certain charitable causes may benefit from the new shirt sponsorship program, though the details of which were not immediately clear.

"After speaking to Middlesbrough and West Bromwich Albion who have previously offered their shirt sponsorship on a match-by-match basis, we found that it worked very well for them," Dutton said. "This will give brands the opportunity to test the water into shirt sponsorship rather than taking a leap of faith by taking the full season.

What do YOU think of the revolving shirt sponsorship idea? If you're interested in participating, feel free to contact commercial@bcfc.com.

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