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Welcome to Football Daily’s TED talk on what makes a good shirt sponsor. While it is not an exact science, there are three basic rules to follow. The first and most important one is that, with the exception of gambling companies that make up the vast majority of filth on the front of most tops these days, the worse the product is for you, the better the sponsor. Tin (Guinness at QPR, McEwans lager at Blackburn, Holsten at Tottenham Hotspur, etc), video games (Sega and Dreamcast at Arsenal, Nintendo at Fiorentina, Playstation at Auxerre), fast food and snacks (Chupa Chups at Sheffield Wednesday, Pizza Hut at Fulham, Mars at Napoli) are all iconic in their own right, despite those companies not having ties to their respective clubs.
The next rule is a fairly obvious one: design. Nothing too big, nothing too small, not too many (South American Dept, we’re looking at you). Something that stands out but also complements the colours of the shirt is ideal. It’s a fine balance in truth, which is why Football Daily generally leaves design stuff to the Big Website nerds at Guardian Towers. The last rule is: keep it local, and if that includes the categories above, all the better. Tin-wise, Newcastle Brown Ale at, you guessed it, Newcastle United and Quilmes beer at Boca Juniors are prime examples of Grade A local Tin sponsorship. Food and drink: Ginsters at Plymouth Argyle, Walkers Crisps at Leicester City, Colman’s at Norwich City all hit the spot. As long as you are hitting two of the three rules – bad for you, good design, local – it’s normally a good year to buy the shirt.
