A GROUNDBREAKING sponsorship deal - the first of its kind in the history of British football - has been struck in Sheffield.
Sheffield United and Sheffield Wednesday today announced they will share headline sponsors for the forthcoming 2011/12 season 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, one of the UK’s leading not for profit health insurance providers, 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 the Gilder Group appearing on the front of Wednesday’s shirt when they wear their home strip and United’s when the Blades wear their away strip.
Westfield Health will appear on the front of United’s shirt when the Blades play in their home strip and on the Owls’ 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.
More in tomorrow’s Star.
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