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Leeds United set sail with Admiral once again
Greg Wright Deputy Business Editor THEY are memories which probably turn steely-jawed Leeds United fans into maudlin, misty-eyed wrecks.
The days when Bremner, Hunter and Lorimer tore into the opposition wearing Admiral soccer shirts are long gone.
But this link with the twilight of the Don Revie era – and the last championship winning side – was revived yesterday.
Leeds United clinched a kit sponsorship deal with Admiral, one of sport's leading brand names, in a move which harks back to happier times. The deal, which replaces the existing arrangement with Diadora, comes into effect next season.
The decision to end the five-year agreement with Diadora after just one season came as a surprise to many observers. When it was unveiled last April, the deal was trumpeted by the club as one that would "realise a profit of more than 20m over the life of the contract".
However, in January, United's head of commercial operations, David Thomson, said the club could only compete with High Street stores by bringing down the price of its shirts, which couldn't be done under the terms of the Diadora deal.
Yesterday the Leeds United board said: "This is a significant signing for us and one that we are sure all Leeds fans will support."
The board wouldn't disclose how much the deal was worth.
Back in 1973, Admiral and United launched the first dual-branded football shirts in the Football League, in a sponsorship that lasted until 1981.
They were also United's kit sponsors in the early 1990s when the club, under the management of Howard Wilkinson, were champions of the old First Division and played in the European Cup.
Tony Hutchinson, chief executive of IBL, owners of Admiral, said: "We are delighted to once again be associated with one of the most famous football clubs in the world.
"Leeds United and Admiral were the pioneers of the replica shirt in the early 1970s."
It's the seventh shirt deal United have signed in the 13 years since the club last won the championship. Apart from Diadora and Admiral, the club has also teamed up with names like Asics, Puma and Nike.
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Thursday 24 May 2012
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