Time Computers has ceded its shirt sponsorship of Premiership football team Blackburn Rovers to computer chip manufacturer AMD, following the retailer’s decision to rebrand as The Computer World.
Time Computers will remain Blackburn’s main sponsor for the coming season, its third with the team, but it will only leverage the sponsorship for stadium branding and corporate hospitality. AMD chips power 90 per cent of Time computers.
The Computer World, which has 150 retail outlets in the UK, is aiming to rival PC World and incorporates its recent acquisition of Tiny Computers. The new name was deemed too “unwieldy” to fit onto Blackburn Rovers’ shirts.
Time adds that it does not have a presence in Europe and since Blackburn has qualified for the UEFA Cup, the team is now more suited to an international sponsor.
AMD is already a secondary sponsor of Leeds United FC, a shirt sponsor of Sale Rugby Club, and a personal sponsor of the Formula One Ferrari driver Reubens Barrichello. The terms of AMD’s deal with Blackburn are being kept secret.
Time Computers, which is in the process of rebranding both its Time and Tiny Computers stores as The Computer World, is locked in a legal dispute with Dixons, which claims the name is confusingly similar to its own PC World. Time Group says it is “vigorously defending” the legal action.