Sheffield firms combine to put their shirts on both Blades and Owls

A major deal, worth a significant six-figure sum to both Sheffield United and Sheffield Wednesday, is set to be announced in the next few days.

Westfield Health and the Gilders Group, two of the city’s biggest firms, are understood to have agreed deals which will see identical logos on both clubs’ shirts next season.

For some supporters, that will be a bitter pill to swallow.

However, the clubs reason it is a commercial opportunity that is too good to turn down.

The Blades and the Owls, who will renew hostilities in League One this season after a season apart, have never previously been sponsored by the same company.

It will not be a first for a dual-club city in British football as Glasgow rivals Celtic and Rangers have a joint three-year deal with Tennent’s after previously enjoying a partnership with fellow brewers Carling.

It will nevertheless mark a significant milestone in the history of Steel City football – which has been re-written already this summer by the Blades’ appointment of former Owls manager Danny Wilson.

Neither club was willing to comment on the impending deal last night and insiders stressed that other companies have also been in talks. Which logo will appear where has also to be confirmed.

A press conference to announce the deal is being planned, however, for later this week and will take place at a neutral venue, possibly the Crucible Theatre.

The Blades had been sponsored by the Maltese Tourism Authority for the last three years but that deal expired this summer.

The Owls, meanwhile, donated their shirt sponsorship to the Sheffield Children’s Hospital two years ago after failing to attract a major commercial partner.

Now, following a takeover last season by former Leicester City and Portsmouth chairman Milan Mandaric, the Owls are moving forward again.

Westfield Health, one of the UK’s leading health insurers, are based in Sheffield city centre and have previously sponsored the disabled areas at Bramall Lane and Hillsborough.

Motor group Gilders have several dealerships in and around South Yorkshire and Garry Scotting, who owns the company, was prepared to invest in the Owls last season during the club’s battle to stay out of adminstration.

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