Fulham FC seeks shirt sponsorship

Fulham Football Club needs a new shirt sponsor, following the decision of the club’s existing partner, online electronics retailer Dabs.com, not to renew its deal when it expires at the end of the season.

Dabs.com signed a two-year shirt sponsorship deal last year (MW May 15, 2003). The company was able to agree a relatively low price for a Premiership deal, as the negotiations were concluded at a late stage in the season.

The sponsorship is likely to command a higher price this time, however, as attendances at the club have risen by an average of 21 per cent on last season, bucking the downward trend seen elsewhere in the Premiership.

A spokesman at the club attributes improved gate receipts to a recently launched advertising campaign, the largest in the club’s history. The campaign has included a mixture of advertising, direct marketing, promotions and telemarketing under the strapline “Come and FFC Premiership football at Fulham”. The ads were created by Positive Thinking.

Fulham has not had an easy time in the sponsorship market over the past few years. Before signing up Dabs.com, the team became involved in a high-profile dispute with club sponsor Pizza Hut over the terms of an extension to its one-year deal (MW April 11, 2002).

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